IT´S SMOOTH by NEWSTYLE for Gillette

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IT´S SMOOTH

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Industry Shaving
Media Promo & PR, Case study
Market El Salvador
Agency NEWSTYLE
Creative Director Ricardo Brad Correia
Art Director Julio Trancozo, Alvaro Guimarães, Tatiane Piovezam, Leonardo Russo
Copywriter Victor Carvalho, Daniel Goltcher
Producer Tatiana Monteiro
Production Ketchum Salvador
Released September 2012

Credits & Description

Category: Consumer Goods, including FMCG and Household Products
Advertiser: PROCTER & GAMBLE
Product/Service: GILLETTE MACH3 SENSITIVE
Chief Creative Director: Claudio Xavier (NewStyle)
Chief Account Director: Alice Coutinho (NewStyle)
Creative Director: Ricardo Correia (NewStyle)
Art Director: Julio Trancozo (NewStyle)
Art Director: Tatiane Piovezam (NewStyle)
Art Director: Leonardo Russo (NewStyle)
Art Director: Alvaro Guimarães (NewStyle)
Copywriter: Daniel Goltcher (NewStyle)
Copywriter: Victor Carvalho (NewStyle)
Planner Manager: Claudia Bertoni (NewStyle)
Planner: Albano Neto (NewStyle)
Planner: Cali Ferreira (NewStyle)
Account Director: Lienne Francine (NewStyle)
Account Assistant: Bruna Chiavenato (NewStyle)
Event Manager: Claudio Olimpio (NewStyle)
Event Producer: Vinicius Machado (NewStyle)
Production Manager: Sandra Freitas (NewStyle)
Producer: Tatiana Monteiro (NewStyle)
Account Manager: Elaine Moreira (Ketchum)
Account Executive: Cintia Oliveira (Ketchum)
Media placement: Spot - Radio - 9 February 2011
Media placement: TV Show - TV - 23 February 2011
Media placement: Rehearsal Show - Beach - 26 February 2011
Media placement: Trial and Contest - Shopping Mall - 26 February 2011
Media placement: PR Event - Home events - 2 March 2011
Media placement: Trial - Carnival Baignoire - 3 March 2011
Media placement: Gifts - Carnival Blocks - 3 March 2011
Media placement: Contest - Carnival Baignoire - 4 March 2011
Summary of the Campaign
During the largest popular celebration in the world, Carnaval in Salvador, where flirting comes with the territory, we asked renowned band “Chiclete com Banana” to record a song that had a chorus that would recall the brand’s claim, but with the strength to become a hit and naturally "stick" in the minds of Brazilians. From there came the chorus: "I shaved with Gillette, my face is pretty smooth, now I’m ready, to be kissed by you."
Adding to this, we convinced the band’s singer, one of Carnaval’s biggest icons, to shave off his characteristic beard which he had had for 38 years.
We also set up barber shops in different areas of the city, reinforcing a movement started by the idol of millions of Brazilians.
The Situation
Promote the launch of Gillette’s latest product during the largest popular celebration in the world, Carnaval in Salvador.
The Goal
Promote the launch of Gillette’s latest product, the Gillette Mach3 Sensitive razor, whose claim is "The only red on your face will be from kisses."
The Strategy
We started a movement that encouraged men to shave to get more kisses.
Execution
We asked renowned band "Chiclete com Banana" to record a song that had a chorus that would recall the brand’s claim, but with the strength to become a hit and naturally "stick" in the minds of Brazilians. Adding to this, we convinced the band’s singer, one of Carnaval’s biggest icons, to shave off his characteristic beard which he had had for 38 years.
We also set up barber shops in different areas of the city, reinforcing a movement started by the idol of millions of Brazilians.
Documented Results
The hit was immediately a smash hit and it was chosen from among other hits by the country’s biggest stars as one of the top three Carnaval songs in open and spontaneous voting.
We reached an impact of 20 million through spontaneous media on TV and radio, in newspapers and magazines, and online. On Twitter, we were in the "worldwide trend topics" for over 48 hours.
There were over 3 thousand shaves in 5 days of celebration at mobile barber shops spread throughout the city.
And the best part: the product was sold out at points of sale.