THE WORLD'S BIGGEST SHAVE by BBDO New York for Gillette

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THE WORLD'S BIGGEST SHAVE

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Industry Shaving
Media Outdoor, Billboard, Poster, Transportation & Vehicles, Promo & PR
Market United States
Agency BBDO New York
Executive Creative Director Toygar Bazarkaya
Creative Director Raj Kamble, Paul Vinod
Art Director Daniel Aykurt
Producer Sarah Holme
Photographer Tim Tadder
Account Supervisor Henrie Clarke, Cassi Pires, Jack Leonard
Released February 2011

Credits & Description

Category: Corporate Image & Information
Advertiser: PROCTER & GAMBLE
Product/Service: RAZOR
Agency: BBDO NEW YORK
Date of First Appearance: Feb 16 2011
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Director: Toygar Bazarkaya (BBDO New York)
Creative Director: Raj Kamble/Paul Vinod (BBDO New York)
Art Director: Daniel Aykurt (BBDO New York)
Designer: James Kuczynski (BBDO New York)
Agency Producer: Sarah Holme (BBDO New York)
Art Buyer: Sara Gold (BBDO New York)
Account Team: Henrie Clarke/Cassi Pires/Jack Leonard (BBDO New York)
Photographer: Tim Tadder
Retoucher: Len Rappaport (BBDO New York)
Production Company: (Colossal Media / 24DP)
Media Planning Company: (Carat)
Digital: (Proximity)
Engineer: (Porter Novelli)
Media placement: Painted Wallscape - Crosby St. & Broome St., NYC - 16 February 2011
Describe the objective of the promotion.
Gillette is the world’s biggest male brand. Men use it every day and it had become a blind spot in their lives. To bring the brand top of mind, they needed an “idea of stature.” The challenge was to create a buzz for Gillette and turn the everyday morning ritual of shaving into something truly special. Our solution was to turn a billboard into a live event. We targeted the massive influx of morning commuters to New York for this effort.
Describe how the promotion developed from concept to implementation.
Since New Yorkers like things big, we wanted to deliver on that. The World’s Biggest Shave turned an everyday shave into an everyday masterpiece for New York. Derek Jeter, New York Yankees five-time world champion, was chosen for this task. We hand-painted Jeter’s face, painted scruff on him, lathered him with a shaving brush and then shaved it all off. Every day. For an entire month. The whole episode was captured on time-lapse video, which found its way into other media outlets like blogs and the news media. On top of that, New Yorkers and tourists captured the event on cameras and mobile phones to share it in the social media.
Explain why the method of promotion was most relevant to the product or service.
Millions of people in New York wake up to Gillette in the morning. We wanted to demonstrate to them the importance of an everyday shave, especially since hundreds of thousands of them commute to work everyday. And the only way New Yorkers will respond is to create a larger-than-life idea that can capture their imagination. The World’s Biggest Shave was a perfect way to breakthrough the hundreds of static billboards in New York.
Describe the success of the promotion with both client and consumer including some quantifiable results.
The World’s Biggest Shave billboard became New York’s newest landmark. The campaign was instantly picked up by The New York Times, which set in motion a viral wave of news that raced across the news media and blogs. Soon we had over 23 million impressions and counting. The response was so overwhelming, Gillette is now taking the campaign global to major cities using Olympic stars like Roger Federer, Lin Dan and Ovechkin.