2014 Winners & Shortlists

The Campaign

The campaign was launched in the GCC region with the primary focus on KSA. Where most of our target audience is driven and heavily influenced by online content / social media. For the past years, it has been clearly shown that the level of impact of online exercises is bigger than ATL campaigns leading to big results in changing brand perceptions. Here are some of the restrictions: Sensitivity to female appearances Nudity is not allowed Any sexual connotation Any politically or religiously incorrect associations

Results

Gillette came to us with a product designed specifically for sensitive skin. We had to fight a huge local perception. That having sensitive skin somehow made you less of a man. Arabs are sensitive about being called sensitive. So our challenge was to bring to life : "Not for sensitive men, but for sensitive skin" So what did we do? In the arab world, men are extremely sensitive about their place in the pack, and exaggerating their manliness is the best way to prove their dominance. Our idea was to simply say… Hey guys… take it easy… you don’t have to try too hard to be a Man. That’s how our Man Among Men platform was born. We got funny man Omar Hussein to kick start the search for over-the-top male stereotypes by asking our followers to complete #ManAmongMen stories. Next came the greatest Man Among Men challenge, where men came to prove that they have what it takes to be a "The Man". It was based on three skills: Social, Charisma and Strength. MAN rules where needed to set the bar. We rewarded the MEN with "Man Rules", and the tools to create their own Man Rule memes. The most popular rules were spread through website take-overs and online banners in most visited sites of the region, driving new users to our online videos, and a cycle was created.

To kick start our idea and get our followers to generate content, we started with Twitter. To get the ball rolling, we got the Saudi-based comedian Omar Hussein to seed a question among: Who is the MAN AMONG MEN? This was done under the hashtag #ManAmongMen asking the followers to complete stories and to provide real life observations. And out of these insights two online films were born, which quickly spread on all social media channels thanks to the level of engagement of the young Arab population.

The campaign created a buzz among the target audience, which was significant enough to change the perception towards sensitive skin, and men behaviours in general. It helped Gillette position a product designed specifically for sensitive skin without compromising on its brand image. This was an important part of the job as Gillette has a long-standing reputation of being a masculine brand. Here are the results: Thousands of tweets were received under #ManAmongMen. Two online videos on Youtube channel with 1,016,009 views and still counting. 45% Fan base growth on Facebook. 2.8 Million Unique Impressions from online banners.