Gillette Outdoor JETER 3000 CARD by BBDO New York

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Industry Shaving
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market United States
Agency BBDO New York
Executive Creative Director Toygar Bazarkaya, Mathias Appelblad
Art Director James Kuczynski
Copywriter Jon Krevolin
Producer Niklas Lindstrom, Eric Berg, Jd Michaels, Brian Mitchell, Quinn Cagney
Account Supervisor Kyle Skillins, Dave Daines, Sean O'meara
Released July 2011

Credits & Description

Category: Stunts & Live Advertising
Advertiser: P&G
Product/Service: GILLETTE
Chief Creative Officer: David Lubars
Executive Creative Director: Toygar Bazarkaya (Ecd)/Mathias Appelblad (Ecd/Director Of Innovation)
Creative Director: Jon Krevolin (Senior Creative Director)
Copywriter: Jon Krevolin
Art Director: James Kuczynski
Account Supervisor: Sean O'meara/Kyle Skillins/Dave Daines
Producer: Jd Michaels/Niklas Lindstrom/Brian Mitchell/Eric Berg/Quinn Cagney
Other Credits: Crew Cuts (Production Company)

Ambient Execution Description
Gillette wanted to honor its prominent U.S. athlete/spokesperson, baseball Legend Derek Jeter, on achieving his historic 3,000th hit (the first New York Yankee player ever to do so). And, at the same time, Gillette wanted to reward its customers (and increase their Facebook friends) by giving them an opportunity to personally congratulate Derek themselves.

Gillette wanted to do something big, so they created a huge congratulatory card in New York’s Grand Central Train Station for thousands to sign. At the same time, fans all over the world were able to go to Gillette’s Facebook page and write personal messages in their own handwriting on their iPhones, iPads and computers. They were then able to watch their messages go up on the card.