Cannes Lions

GILLETTE FOR WOMEN

GREY MEXICO, Mexico City / PROCTER & GAMBLE / 2012

Film

Overview

Entries

Credits

Overview

Execution

The creative strategic solution was to take advantage of the out brakes of urban nature to send our message: “Nature isn’t always beautiful. Gillette for women”. We used women’s body stencils and made the urban nature look like their body hair. That made our target look at our brand.Our main channel where the streets of the city, parks and esplanades where we knew a lot of women would be exposed to our stencils. They worked together because we had different stencil sizes, even a huge one that was very noticeable in one of the main esplanades in the city.

Outcome

As a result, we made women think about using razors in a different and fun way giving the brand high impact awareness with a low budget answering to our brief.The communication achieved our goals because we gave a brand with almost no communication a considerable lift that was reflected in sales, besides, we got women that want to feel sexy (all of them) to think about using our razor Gillette for women to achieve this.

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