Wild: How dirty talk made the planet cleaner

Natural deodorant brand Wild drove awareness and consideration in the UK with a long-form YouTube ad featuring a young woman and her polar bear boyfriend talking dirty about climate change.

Summary: Every Planner's deepest fantasy

The process of putting a sustainable challenger brand on the map is long, hard… and kinky.

Wait, what? That took a turn.

This is how we got the smuttiest campaign of 2022 over the line for the natural, refillable deodorant start-up, Wild. It's a spicy love letter to Planning taking big risks again. After all, a Wild brand calls for wild work and some wild Planning.

We looked beyond the obvious insights about city-based, millennial women, to uncover a feeling of eco-apathy. It was making them act like depraved, wasteful goblins, even if they said...

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