The Wingman
Leatherman
Pollinate
Creative Direction
Campaign to launch a new tool for Leatherman called the Wingman. The centerpiece of our campaign? A butt-kicking, problem-solving, Trans Am-driving superbro named – wait for it – The Wingman. Helping bros with their most challenging challenges. Trouble better start running the other way because “Wingman’s got this!”
The campaign began with our Wingman character taking control of the Leatherman website, Facebook page and Twitter account. The Wingman product page included a sidebar that allowed visitors to chat live with the Wingman (agency creatives). And if that wasn’t enough, people could call the Wingman at 1-855-MyWingman to get grooming tips, lady advice and to leave a message for the Wingman.
The Wingman Facebook tab included: ‘Wingman Challenges’ that rewarded winners with a personalized Wingman tool; ‘Wingman My Photo,’ where users could upload their photos to have Wingman added to them; and ‘Blow It Up, Bro,’ where each week, voters determined which non-manly item would meet its demise in a fiery explosion.
Mustache Challenge
Blow it up, Bro!