2014 Winners & Shortlists

SHAVE WITH ANY BLADE

BrandBEIERSDORF MENA
Product/ServiceNIVEA MEN SHAVING GEL
EntrantMOMENTUM MENA Dubai, UNITED ARAB EMIRATES
CategoryConsumer Products
Entrant Company MOMENTUM MENA Dubai, UNITED ARAB EMIRATES
Advertising Agency MOMENTUM MENA Dubai, UNITED ARAB EMIRATES

The Brief

For years, men have been led to believe that shaving is all about the next razor upgrade. But what is equally essential to a stubble-free face is the shaving gel itself. And NIVEA MEN offers the best one. To re-launch the NIVEA MEN Shaving Gel and reinvigorate sales, we were challenged to remind men of the importance of a good shaving gel.

Creative Execution

NIVEA MEN's biggest competitor has a wide range of razors. This bold stunt helped us to change the conversation and demonstrate that razors alone aren't important for shaving… in a way that had never been attempted before.

Describe the creative solution to the brief/objective.

We set up a rather fun and provocative little stunt inside a local high-end barber shop. We placed secret cameras, a professional barber, and enough swords, daggers, hunting knives, axes and meat cleavers to directly demonstrate that you can shave with any blade… what you really need is a good shaving gel. The sight of scary blades led customers to direct action - some leapt, some screamed, but all got the message in a pretty unforgettable way. Then, to reach more men in the region, we uploaded the video online.

Results

The stunt shocked and forced men in the barber shop to react. But all of them understood the point we were making. 6 weeks after uploading the video, the best part of 3 million had watched it on youtube alone. Visits to the NIVEA MEN website increased by 42%. But most importantly, NIVEA MEN's market share for pre-shaves almost doubled - going up from 7.3% to 14.1%. Now, millions of men know that they don't have to wait for another razor upgrade to get a close shave.

Credits

Name Company Role
Paul Banham FP7/DXB Executive Creative Director
Amit Ranjan FP7/DXB Creative Director/Copywriter
Dinesh Tharippa FP7/DXB Creative Director/Art Director
Racha El Saadaoui FP7/DXB Business Director
Deblina Gupta FP7/DXB Account Director
Tahaab Rais FP7/DXB Head Of Insights And Strategy
Dolly Saidy MINT MENA Agency Producer
Mario Atallah MINT MENA Agency Producer
Aakriti Goel FP7/DXB Digital Planner/Strategist