MRO Magazine

West Coast Prep lifestyle apparel company, johnnie-O, unveils “Right Amount of Wolf” campaign to promote “Tweener Button”

October 27, 2015
By PRN NewsWire

SANTA MONICA, Calif., Oct. 27, 2015 /PRNewswire/ — johnnie-O launches creative social media campaign to bolster product awareness around the lifestyle apparel company’s infamous “Tweener Button.”

The Tweener Button is John O’Donnell’s revolutionary product design: a small button, hidden in placket between the 2(nd) and 3(rd) buttons on a men’s button down shirt. The Tweener Button offers the perfect middle place for every man’s everyday dressing dilemma: to look too uptight and buttoned up or too exposed and casual.

“The Right Amount of Wolf” campaign concept was developed by Los Angeles-based Ignited and features a story line following an attractive female character and her impressions of three different men at a bar. One man is wearing a button down buttoned too low showing “Too Much Wolf,” one male in a shirt buttoned too high showing “Too Little Wolf,” and one man who gets it just right in a johnnie-O button down shirt featuring the Tweener Button. This character shows the “Right Amount of Wolf” and ultimately, gets the girl.

“We think that we can start a new everyday vernacular with this campaign, our first real creative initiative,” O’Donnell explains. “Every man deals with the second-button dilemma when getting dressed. The decision about how many buttons to do on a shirt is part of a man’s first impression. We are finally bringing attention to a menswear issue that has challenged men – and even women – forever!”

Casting for the campaign was strategic in choosing social media influencer Arielle Vandenberg to star in the piece. The spot features an original song by musician Drew Cole.

“The ‘Right Amount of Wolf’ campaign articulates the reasoning for why I created the Tweener Button five years ago. I hope people will have fun with the video and come to johnnie-O when they decide they want to show their own personal ‘right amount of wolf’,” says John O’Donnell.

About johnnie-O

johnnie-O is an apparel and lifestyle brand defined as “West Coast Prep.” Items for men and boys include polos, button-downs, outerwear and other unique favorites including the men’s button downs featuring the signature “Tweener Button” and PREP-FORMANCE collection of gear for the active lifestyle. johnnie-O is available online at and at specialty retailers across the US.

About Ignited

Ignited is a family of extroverted creatives, strategists, entrepreneurs, innovators and makers all fueled by the power of curiosity. We proudly blur the lines between traditional, digital and social to create curious stuff that delivers results for our clients. Curiosity is our philosophy. We don’t just believe in the power of curiosity, we live it. It fuels our passion to make stuff that people want to see, engage with, talk about and, most importantly, share with other people.

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