P&G Gillette Mach3: W.A.L.S. - Women Against Lazy Stubble
BBDO India
SUMMARY
The creative idea was to create a social movement called “Women Against Lazy Stubble” (W.A.L.S.) – a publicity and controversy generating campaign that for the first time gave women a voice in how they would prefer their men to clean shave. The campaign began as an unbranded facebook page, and ended up as a national news phenomenon.
Our goal was to double market share for Mach3 – Gillette’s top-of-the-range razor.
Our task was to encourage the young trendy men of India’s cities to shave more often, and to...