A global campaign turning Dr Squatch into the anthem of unapologetic masculinity with Manlandia, a fictional world celebrating men being themselves.
Dr Squatch makes natural men’s care products. The brand wanted a globally unified platform that felt culturally relevant and entertaining across the US, UK, Australia and beyond.
In a crowded personal-care category, how do you build a brand world not tied to tired ad tropes and works worldwide?
We built Manlandia, a satirical utopia of manliness fronted by Paddy Pimblett, Alan Ritchson and Nick Cummins, celebrating freedom, fun and natural grooming. All backed up by extensive customer research into modern masculinity and adapted for social channels.
We built a brand world and cast real-life celebrity icons inside it.
