Gillette DM MILLION EMOTIONS, 4 by BBDO New York

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Industry Shaving
Media Direct marketing
Market United States
Agency BBDO New York
Executive Creative Director Toygar Bazarkaya
Copywriter David Martin Angelus
Designer James Kuczynski
Illustrator Sameer Kulavoor
Released April 2011

Credits & Description

Advertiser: PROCTER & GAMBLE
Date of First Appearance: Apr 29 2011
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officer: David Lubars (BBDO)
Executive Creative Director: Toygar Bazarkaya (BBDO)
Creative Director/Art Director: Raj Kamble (BBDO)
Copywriter: David Martin (BBDO)
Designer: James Kuczynski (BBDO)
Production Manager: Rick Jones (BBDO)
Account Team: Henrie Clarke/Cassi Pires/Stephanie Petta (BBDO)
Illustrator: Sameer Kulavoor
Media placement: Print Collateral - The Art of Shaving Store/Tommy Guns Salon (NYC) - 29 April 2011
Insights, Strategy & the Idea
GILLETTE is a globally well-known male grooming brand that men everywhere trust when it comes to getting that perfect shave. GILLETTE realized that facial hair was in style among young males and that this could affect their business. The brand’s objective was to get these men to shave again, to show off their faces. To get this target to reconsider their options, GILLETTE wanted a fun, different way to communicate the positive aspects of a clean-shaven look.
Creative Execution
We created a storybook to communicate the strategy: “Your face has a lot to say. Don’t hide it.” The story followed the adventures of a funny, bearded cartoon character who encounters a series of situations in his life. The catch is that no matter what happens to him, his face never changes because his expressions are hidden behind his beard. We placed The Man with a Million Emotions storybook in strategic places where young males would consider changing their look: hair salons and barbershops, as well as in the Art of Shaving stores.
Results and Effectiveness
After coming across our book, thousands of men all over the country were inspired to shave their beards off and show off their faces.
It has been so successful in hair salons, barbershops and Art of Shaving stores that it is going into its second printing.