Gillette: We Believe

Gillette, a shaving brand, created a YouTube film in the US to turn its classic tagline into a thought-provoking question surrounding masculinity.

Situation Analysis

Gillette's tagline, "The Best a Man Can Get," is one of the world's most iconic. But as the brand entered 2019, the cultural landscape for men was in turmoil. The definition of "masculinity" was under fire, with new allegations of male bullying, hara