2011 Winners & Shortlists

The Brief

This was a new product launch. Our task was to convince 18-35 year old Middle Eastern guys that the new Fusion Cool White's 5-blade system was much better to use on their skin than anything else they were using. The audience was a mix of Gillette 3-blade users plus guys who had been using competitive brands of razors. Our online objective was to better over 7,000 visitors to Gillette's website for a campaign response.

Creative Execution

Being a new razor in highly competitive market, we focussed on the product's USP – its 5-blade technology, which reduces irritation, so it's perfect to shave over sensitive skin. This became the platform for the idea, as it fitted neatly into the heart of Gillette's brand's position of manly success, ie a true man never lets trivial things get to him.

Describe the creative solution to the brief/objective.

Our creative idea was based on the insight that men shouldn't be sensitive about things that irritate them. So we created an online show about sensitive guys after the fact, that if a man is too sensitive, then he needs to “Man Up”, because the only thing he should be sensitive about is his skin. The show's content was a mix of 29 street interviews webisodes of guys who shared their entertaining stories of what irritated them, digital pranks that they could play on their friends, plus a “unique” sensitivity test they could take in order to “Man Up”.

Results

The campaign is ongoing but since its launch on January 26 this year, we've: entertained an audience viewership of over 188,500 irritated over 1,510 of their friends with online pranks, and tested 1,540 guys for their sensitivity And we look forward to seeing the audience grow even larger!