BBH Sends Up Eco-Awareness In Wild's 'Dirty' Campaign

Attention must be paid to the environment. But even eco-conscious people occasionally slip. That's the premise of the new "Dirty Talk" campaign from cosmetic company Wild, BBH's first creative for the brand.

The target audience favors sustainable products, but doubts the effectiveness of natural deodorant, BBH created a campaign to turn sceptics into believers, with work that taps into the Wild brand’s disruptive energy. 

Just out, the Wild spot are live on YouTube paid advertising and social channels and will run till late May 2023. BBH intends to air the ads on TVC in July/August. If the response is positive, Wild may consider future out-of-home work.

In the three-minute film, Thorvald, Wild’s polar bear hero, discovers his new girlfriend has a "climate change kink" when he interrupts a private self-love moment as she watches a piece on melting ice caps. Thorvald indulges Sarah by listening to her struggles about doing the right thing for the planet, such as leaving the water running while she brushes her teeth or not always rinsing her recycling.

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But Thorvald balks at her plastic aerosol deodorant. He breaks up with Sarah — but not before explaining why she should switch to Wild deodorant, with its natural ingredients, great scents and plastic-free refills, delivered directly to subscribers’ doors.

Charlie Bowes-Lyon, co-founder-CMO of Wild Cosmetics, said: “We’ve already disrupted our category in terms of our product, our service and our mission, and now thanks to our partnership with BBH, we’re disrupting the cookie-cutter advertising that typically goes with it.”

Wild hired BBH London in February as its new full-service creative agency. Its remit is to establish Wild as a major player in the deodorant category.

“When Wild’s competitors are opting for eco-worthiness, we decided to disrupt. Our audience’s lives are a lot right now — from climate change to relationship red flags — so we channeled all this anxiety into a wonderfully chaotic spot that pokes fun at our imperfections and celebrates a simple way to do our bit for the planet,” added Joy Molan, BBH senior strategist.

Founded in 2019, Wild makes products from natural ingredients.

BBH has offices worldwide. The London branch has done work for Samsung, Tesco, Vivo and Tinder, among other accounts.

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