Campaign details
Brand: GilletteBrand owner: Procter & GambleLead agency: MediaCom Connections Tel-Aviv, ACW Grey Tel-AvivContributing agencies: Tanvas, Grey Content, Stern Ariely SaarCountry: IsraelIndustries: Shaving productsMedia channels: Content marketing, Events & experiential, Magazines - consumer, Merchandise & free gifts, Mobile & apps, Websites & micrositesBudget: 500k - 1 million
Executive summary
Beards were big. And bushy. And that was bad news for Gillette, a brand that had promised the closest, cleanest, most precise shave for years.
To make Gillette relevant again, the team identified the last possible...