Gillette: FUR FUR AWAY TOWELS by BBDO Dusseldorf, Proximity Germany for Gillette

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Gillette: FUR FUR AWAY TOWELS

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Industry Shaving, Business equipment & services, Corporate Image
Media Promo & PR
Market Germany
Agency BBDO Dusseldorf
Creative Director Olaf Reys
Art Director Mira Scholz, Philipp Alings
Copywriter Isabel Campagna, Sebastian Steinhoff
Agency Proximity Germany
Released June 2011

Awards

Cannes Lions 2011
Media Lions Best Use of Ambient Media: Small Scale Bronze

Credits & Description

Type of Entry: Use of Media
Category: Best Use of Ambient Media: Small Scale
Advertiser/Client: PROCTER & GAMBLE
Product/Service: GILLETTE
Entrant Company: BBDO GERMANY Düsseldorf, GERMANY
Advertising Agency: BBDO GERMANY Düsseldorf, GERMANY
2nd Advertising Agency: BBDO PROXIMITY Düsseldorf, GERMANY
Chief Creative Officer: Christian Mommertz (BBDO Proximity)
Chief Creative Officer: Sebastian Hardieck (BBDO Proximity)
Chief Creative Officer: Wolfgang Schneider (BBDO Germany)
Creative Director: Olaf Reys (BBDO Proximity)
Junior Art Director: Philipp Alings (BBDO Proximity)
Junior Copywriter: Isabel Campagna (BBDO Proximity)
Account Director: Alexander ten Hompel (BBDO Proximity)
Junior Account Executive: Eva Backes (BBDO Proximity)
Art Director: Mira Scholz (BBDO Proximity)
Art Director: Philipp Alings (BBDO Proximity)
Copywriter: Sebastian Steinhoff (BBDO Proximity)
Copywriter: Isabel Campagna (BBDO Proximity)
Results and Effectiveness:
Thousands of bath towels were stolen at the start of the summer season.
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.
Insights, Strategy and 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.