Cannes Lions

GILLETTE FUSION RAZOR

BBDO GERMANY, Dusseldorf / PROCTER & GAMBLE / 2008

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Our client’s problem: Many men think they’d look better with a 3 day beard.Our task: Make them shave with Gillette Fusion.Our insight: Women hate to kiss stubble.Our campaign: NO FUSION, NO KISS.Our campaign idea: Iconic kisses and what would have happened, if these men would have been unshaved.Our media channels: Posters, city lights and print ads;Internet teaches the well groomed how to kiss and the unshaved guys how to shake hands; On-pack-promotion helps the men to reach full kissability; Outdoor-promotion-girls give free kisses only to perfectly groomed men.

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