TREE AMBIENT by BBDO New York for Gillette

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TREE AMBIENT

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Industry Shaving
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency BBDO New York
Executive Creative Director Jack Neary
Art Director Cory Smith
Copywriter Jon Krevolin, Hope Grider
Account Supervisor James Stephens, Matt Rednor, Brooke Diamond
Released April 2010

Credits & Description

Category: Ambient: Small Scale Special Solutions
Advertiser: PROCTER & GAMBLE
Product/Service: GILLETTE FUSION
Agency: BBDO NEW YORK
Executive Creative Director: Jack Neary
Creative Director: Jon Krevolin (Senior Creative Director)
Copywriter: Jon Krevolin/Hope Grider
Art Director: Cory Smith
Account Supervisor: Matt Rednor/James Stephens/Brooke Diamond
Other Credits: Kit Campbell (Designer)
Date of First Appearance: Apr 30 2010 12:00AM
Entrant Company: BBDO NEW YORK, USA

Description of Ambient execution
This installation was set up in Battery Park, New York. We put a sign in the ground next to a tall tree with a line that read, “The trees look taller when there’s no underbrush.” It served as a commentary on men’s body grooming habits. Since this is an extremely high traffic area, thousands of guys walked by and read the sign, which drove traffic to the site, gillette.com/shaveyourbody, where they could learn more.