Gillette & Movember: Helping men look good and do good
Principal author: Trevor Hardy, AMV BBDOContributing authors: Dan Russell and Martin Beverly, AMV BBDO
Summary
In the course of a few short years a niche trend in men's grooming threatened to disrupt an entire category. For decades the prevailing narrative in men's shaving was dominated by the clean shave. The power of popular culture and lifestyle trends very quickly made hair the must-have facial accessory. This paper demonstrates how an integrated campaign succeeded in bringing Gillette together with Movember to help men look good and do good....