Gillette

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Did you know that 60 million men turn of shaving age every year?! With that incredibly lucrative and untapped market insight, the ask and the task was to develop a globally-relevant idea that appealed to young men (aged 15 – 24 years) and drove them to try Gillette Blades and Razors for the first time.

Insight:Guys are beginning to express their individuality – through music, fashion and even appearance.

Idea:Ask the critics who’s opinion they most value (be they brunette, blond or redhead) about their look.

Results:A hugely successful interactive experience that allowed guys to select their choice of five beautiful women, ask their opinion and – to sweeten the pot (because sometimes what is said isn’t necessarily what is really meant) – we provided a pithy translation. The result was a digital experience guys came to again and again, and referred other guys to around the world. The experience humanized the Gillette  brand for this market, presenting it in emotional terms guys could relate to.

The campaign was so successful that the following year, it was extended to include additional traditional, digital and social components including videos and a live YouTube event featuring celebrity model Kate Upton.