Lobos 1707 UnDomesticate
We’ve lost the part of ourselves that is instinctive, spontaneous, and fearless. Our hunger for joy, pleasure, and experience remains trapped deep within. It’s time to release our true spirit to set the inner wolf free.
Perhaps it’s time we UnDomesticate.
So, leave your structured, joyless life behind and let the Wolf Whisperer guide you to the Center for Human UnDomestication: an oasis of calm and rehabilitation. A place where your inner wolf is unleashed in its own unique way.
Apparently, Hulu, YouTube, and TikTok deemed the campaign too wild, banning videos for excessive cleavage and a “too defined” sculpted buttock. The backlash only reinforced our point: society has become too domesticated. Maybe it’s time to loosen up and reconnect with your primal instincts.
The Center For Human UnDomestication
After an initial blackout across social and web, with only a loading bar reading “Undomesticating…,” we launched with a teaser from the Center for Human Undomestication. The film introduced the Wolf Whisperer and her curious guests, generating 13M+ views on TikTok.
From there the world expanded: a cinematic hero film shot at a 16th-century estate in Greece, character cutdowns, and a photo library fueling social, CRM, web, and retail. Even signature “Undomesticated” cocktail recipes kept the story alive in inboxes and feeds.
Social
The Wolf Whisperer, and a few of her esteemed guests, kept the energy high across Instagram and TikTok. The videos quickly took off, each earning millions of organic views. Even better? Google search interest in Lobos surged by over 600%, far exceeding expectations.
Press
Aside from initially getting banned, the campaign quickly got the attention of AdAge, Ads of the World, Little Black Book, PR Week, Campaign Week, and others like these guys, these guys, even these guys, here, here, and this random local news site.