Gillette Promo, Case study FUR FUR AWAY TOWELS by BBDO Dusseldorf, Proximity Germany

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Industry Shaving
Media Promo & PR, Case study
Market Germany
Agency BBDO Dusseldorf
Creative Director Olaf Reys
Producer Jennifer Weitz
Editor Nico Dupont
Agency Proximity Germany
Released May 2010

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: PROCTER & GAMBLE
Product/Service: GILLETTE
Date of First Appearance: May 21 2010
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer: Christian Mommertz/Sebastian Hardieck (BBDO Proximity GmbH, Düsseldorf)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany GmbH)
Creative Director: Olaf Reys (BBDO Proximity GmbH, Düsseldorf)
Junior Art Director: Sebastian Steinhoff/Philipp Alings (BBDO Proximity GmbH, Düsseldorf)
Junior Copywriter: Mira Scholz/Isabel Campagna (BBDO Proximity GmbH, Düsseldorf)
Account Director: Alexander ten Hompel (BBDO Proximity GmbH, Düsseldorf)
Junior Account Executive: Eva Backes (BBDO Proximity GmbH, Düsseldorf)
Production Company: (Chamaelon Digital Vision GmbH, Düsseldorf)
Producer: Jennifer Weitz (Chamaelon Digital Vision GmbH, Düsseldorf)
Editor: Nico Dupont (Chamaelon Digital Vision GmbH, Düsseldorf)
Music Production: (Sprachlabor Audioproduktionen GmbH, Düsseldorf)
DOP: Jan Heppner
Media placement: Ambient - E.g. Open Air Bath, Lakes, Parks - 21.05.2010
Insights, Strategy & the Idea
Only 12% of women like men with body hair and 71,6 % of men prefer a shaved bikini zone.
Gillette wanted to bring the topic of body shaving to the attention of men and women - just before summer as the topic of hair-removal is most relevant during that time.
With the start of the outdoor swimming season, our target audience gather in parks, next to lakes, rivers, at outdoor swimming pools and on green areas in the city.
The idea is the world’s first bath towel with holes in areas where you would usually find body hair.
Creative Execution
In summer, we spread the towels in parks, next to lakes, rivers, at outdoor swimming pools and on green areas, all around Germany.
As soon as the towels were placed on grass, the grass stalks sprout out of the holes. It aroused people’s attention, and prompted them to shave.
Results and Effectiveness
Thousands of bath towels were stolen at the start of the summer season.