UART by BBDO New York for Gillette

UART

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Industry Shaving
Media Promo & PR, Case study
Market United States
Agency BBDO New York
Copywriter Tommy Troncoso
Digital Creative Director Jon Mckenzie
Released May 2009

Awards

Caples Awards 2009
Other Media Mobile marketing Bronze

Credits & Description

Category: Best Use of Other Digital Media, including Mobile Devices
Advertiser: PROCTER & GAMBLE
Product/Service: GILLETTE FUSION RAZORS
Agency: BBDO NEW YORK
Date of First Appearance: May 6 2009 12:00AM
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officer: David Lubars (BBDO New York)
Senior Creative Director: Jon Krevolin (BBDO New York)
Digital Creative Director: Jon McKenzie (Proximity Singapore)
Senior Interactive Art Director: Edwin Poh (Proximity Singapore)
Art Directors: Jason Hirsch/Melinda Ward (BBDO New York)
Copywriter: Tommy Troncoso (BBDO New York)
Design Director: Craig Duffney (DesignWorks at BBDO)
Designer/Illustrator/Typographer: Tim Lahan (DesignWorks at BBDO)
Associate Director of Production: Heather Steinberg (BBDO New York)
Associate Producer: Lindsay Brady (BBDO New York)
Agency Producer: Joanne Gilchrist (BBDO New York)
Account Team: James Stephens (BBDO New York)
Mobile Technology Planner: Peter Watling (Aim Proximity New Zealand)
Media placement: IPhone Application - ITunes Store - 6 June 2009

Results and Effectiveness
Around the world, people are downloading uArt. In its first month of being released, uArt had over 10,000 downloads in France alone.

Creative Execution
With uArt, you can upload a picture from your iPhone library or use your iPhone camera and take a picture of yourself or a friend. In the “Look” section, you can choose from a variety of facial hairstyles and lengths. You can also pick the color. Then, in the “Shave” section, you can use your finger to create any facial hairstyle you want. The iPhone even vibrates to simulate the Fusion Power’s vibrations. You can zoom in for added detail. And if you mess up, just shake the phone and restart. When your picture is finished, go to the “Save” section. There you can name your picture and save it. From here, you can email it to people or post the image to a social networking site like Facebook.

Insights, Strategy & the Idea
Gillette wanted to involve young guys emotionally with the brand by engaging them in their most personal medium. For years, Gillette epitomised a clean shave. We wanted guys between the ages of 15-24 to see Gillette as a brand that will help them get not only that look but any look they want. We took the idea of “expressing yourself” even further by thinking of a guy’s face as a canvas and Gillette as a paintbrush for this canvas. Hence, the uArt application was born. At any time or any place, it gives a man the opportunity to upload a picture of himself or a friend and play with a variety of looks.