2014 Winners & Shortlists

SHAVE WITH ANY BLADE

BrandBEIERSDORF MENA
Product/ServiceNIVEA MEN SHAVING GEL
EntrantMOMENTUM MENA Dubai, UNITED ARAB EMIRATES
CategorySpecial Events And Stunt/Live Advertising
Entrant Company MOMENTUM MENA Dubai, UNITED ARAB EMIRATES
Advertising Agency MOMENTUM MENA Dubai, UNITED ARAB EMIRATES
Media Agency OMD Dubai, UNITED ARAB EMIRATES
Media Agency 2 STARCOM MEDIAVEST GROUP Dubai, UNITED ARAB EMIRATES

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.

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
Carolina Flores FP7/DXB Account Executive
Tahaab Rais FP7/DXB Head Of Insights And Strategy
Aakriti Goel FP7/DXB Digital Planner/Strategist
Dolly Saidy MINT MENA Agency Producer
Mario Atallah MINT MENA Agency Producer