UART by BBDO New York for Gillette

UART

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Industry Shaving
Media Design & Branding
Market United States
Agency BBDO New York
Copywriter Tommy Troncoso
Digital Creative Director Jon Mckenzie
Released May 2009

Credits & Description

Category: Other Digital Executions for Advertising and/or Promotion of Brands or Products
Advertiser: PROCTER & GAMBLE
Product/Service: GILLETTE RAZORS
Agency: BBDO NEW YORK
Date of First Appearance: May 6 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officer: David Lubars (BBDO New York)
Senior Creative Director: Jon Krevolin (BBDO New York)
Digital Creative Director: Jon Mckenzie (Proximity Singapore)
Senior Interactive Art Director: Edwin Poh (Proximity Singapore)
Art Directors: Jason Hirsch / Melinda Ward (BBDO New York)
Copywriter: Tommy Troncoso (BBDO New York)
Design Director: Craig Duffney (DesignWorks at BBDO)
Designer / Illustrator / Typographer: Tim Lahan (Designworks at BBDO)
Associate Director of Production: Heather Steinberg (BBDO New York)
Associate Producer: Lindsay Brady (BBDO New York)
Agency Producer: Joanne Gilchrist (BBDO New York)
Account Team: James Stephens (BBDO New York)
Mobile Technology Planner: Peter Watling (Aim Proximity New Zealand)
Media placement: IPhone Application - ITunes Store - 6 June 2009

Describe the challenges and key objectives
We wanted guys between the ages of 15 and 24 to see Gillette as more than just a clean shave. We wanted these men to see Gillette as a brand that will help them get any look they want.

Describe the brief from the client
Our task was to involve young guys emotionally with the Gillette brand by engaging them in their most personal medium.

Describe how you arrived at the final design
What if a guy’s face is like a canvas and Gillette is the paintbrush for this canvas? Hence, the uArt application was born. It gives a man the opportunity to upload a picture of himself or a friend and play with a variety of looks.

Give some indication of how successful the outcome was in the market
Around the world, people are downloading uArt. In its first month of being released, uArt had over 10,000 downloads in France alone.