Gillette Promo MILLION EMOTIONS, 2 by BBDO New York

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Industry Shaving
Media Promo & PR
Market United States
Agency BBDO New York
Executive Creative Director Toygar Bazarkaya
Copywriter David Martin Angelus
Designer James Kuczynski
Illustrator Sameer Kulavoor
Released April 2011

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Advertiser: PROCTER & GAMBLE
Product/Service: RAZOR
Date of First Appearance: Apr 29 2011
Entrant Company: BBDO NEW YORK, USA
Chief Creative Officer: David Lubars (BBDO New York)
Executive Creative Director: Toygar Bazarkaya (BBDO New York)
Creative Director/Art Director: Raj Kamble (BBDO New York)
Copywriter: David Martin (BBDO New York)
Designer: James Kuczynski (BBDO New York)
Production Manager: Rick Jones (BBDO New York)
Account Team: Henrie Clarke/Cassi Pires/Stephanie Petta (BBDO New York)
Illustrator: Sameer Kulavoor
Media placement: Print Collateral - The Art of Shaving Store/Tommy Guns Salon (NYC) - 29 April 2011
Describe the objective of the promotion.
Gillette is one the most famous and trusted male grooming brands in the world. When it comes to shaving, there is no other brand that men trust more than Gillette.
Gillette’s objective with this promotion is to convince young men with facial hair to shave and show off their faces. They wanted a fun, different way to communicate this idea that would get the attention of the trendy males of this generation.
Describe how the promotion developed from concept to implementation.
The challenge was to communicate the concept “Your face has a lot to say. Don’t hide it” in a way that younger males would find interesting.
We decided to create a book showing the many adventures of a man who loses his face to his beard and so is never able to show his true emotions.
We placed the book in hair salons, barbershops and Art of Shaving stores to reach our target at a moment when they are considering their grooming options.
Explain why the method of promotion was most relevant to the product or service.
We decided that the best way to reach our target in hair salons, barbershops and Art of Shaving stores was to get the idea across through a catchy, humorous storybook. Men generally go to these locales when they are considering changing their look. And while they are waiting, our book would be available for them to enjoy. And if they decided to get a shave, they would be in the right place to get it done.
Describe the success of the promotion with both client and consumer including some quantifiable results.
Thousands of men all over the country were inspired to shave their beards and to show off their faces after reading our book.
Its success in hair salons, barbershops and the Art of Shaving stores has led Gillette to order a second printing.