Brief description of the assignment
Gillette wanted to make an impact on Father's Day, a key (extremely crowded!) moment in their calendar,in a way which allowed them to communicate their brand purpose of 'supporting men to look, feel and act their best'.
Hill+Knowlton Strategies (H+K) analysed the conversation and landed on the insight that for those without a father, Father's Day can be extraordinarily hard. We worked with Gillette to tell the stories of men who grew up without fathers at home, celebrating the 'untraditional' role models in each of their lives who had encouraged them to be the best...