2014 Winners & Shortlists

Results and Effectiveness

Within weeks, the best part of 3 million had watched the video on youtube alone. Visits to the NIVEA MEN website increased by 42%. The stunt received countless media coverage in news and blogs. 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 in the region know that they don't have to wait for a razor with 6 blades to get a closer shave.

Creative Execution

So, 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 demonstrate that you can shave with any blade… that all you really need is a good shaving gel. The sight of scary blades led customers to leap off of their chairs, scream at the barber… but at the end of the day, all of them got the message in a pretty unforgettable way. Then, we uploaded the video online to reach more men in the region.

Insights, Strategy and the Idea

For years, men have been led to believe that shaving is all about the next razor upgrade. But, what is equally essential is the shaving gel itself. And NIVEA MEN happens to offer the best one. To re-launch the product and reinvigorate sales, we were challenged to remind men of the importance of a good shaving gel. Also, NIVEA MEN's biggest competitor has a wide range of razors. We thought it was time to change the conversation and demonstrate that razors alone aren't important for shaving.