Gillette Promo, Case study HAIRY HANGERS 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
Art Director Astrid Germanus
Producer Mathias Schoepflin
Agency Proximity Germany
Released January 2011

Credits & Description

Category: Best Use of Ambient Media: Small Scale
Advertiser: PROCTER & GAMBLE
Product/Service: GILLETTE
Date of First Appearance: Jan 28 2011
Entrant Company: BBDO GERMANY, Düsseldorf, GERMANY
Chief Creative Officer: Christian Mommertz (BBDO Proximity)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany)
Global Creative Director: Michael Funk (BBDO Proximity)
Creative Director: Olaf Reys (BBDO Proximity)
Art Director: Astrid Germanus (BBDO Proximity)
Junior Art Director: Sebastian Steinhoff (BBDO Proximity)
Junior Copywriter: Mira Scholz (BBDO Proximity)
Account Director: Alexander ten Hompel (BBDO Proximity)
Junior Account Executive: Eva Backes (BBDO Proximity)
Agency Producer: Bernhard Burg (BBDO Proximity)
Head of TV: Steffen Gentis (BBDO Proximity)
Producer: Mathias Schoepflin
Director of Photography: Jan Heppner
Media placement: Ambient - Dry Cleaner's - 28.01.2011
Insights, Strategy & the Idea
88% of women don’t like men with body hair and 60.5% under the age of 40 prefer a shaved chest. However, almost 30% of the men only shave their face and don’t groom any other body parts and 85% of men don’t shave their chest.
Even though women would like men to shave their chest most men don’t know or don’t care about this.
The strategy was to expose men directly to the ugly truth by demonstrating how unattractive a hairy chest can be.
The idea is the world’s first and only clothes hanger with a hairy chest.
Creative Execution
Position the Gillette Fusion Gamer as a perfect shaver for the whole body by taking existing clothes hangers in dry cleaning stores and using them to create the world’s first and only clothes hanger with a hairy chest.
The hangers were arranged in selected dry cleaning stores. When people picked up their dry cleaning they saw a hairy chest underneath their shirts.
Results and Effectiveness
We appealed to a target group that is highly aware of tidiness and sleek perfection.
Since the dry cleaning store is the embodiment of spruceness, the hairy chest immediately captured attention.