We needed to convince current users of Gillette’s “premium systems” (i.e. our non-disposable razors)—men, aged 24 to 35—that accelerating the replacement of their razor blades will result in better, closer shaves.

In high-traffic Manhattan neighbourhoods, outdoor advertisements for non-Gillette clients were “tagged” with bloody tissue stickers – making it appear that the men in the ads had shaving nicks.The copy on the tissues revealed that the message was part of a Gillette initiative to remind men to buy Fusion replacement blades. Upon seeing the tagged posters, guys walking by witnessed firsthand the unsightly consequences of using old blades.

Gillette received permission from each marketer – in some cases defraying the media costs.

The billboard space itself boasts nearly 70,000 impressions per hour. Amused passersby snapped photos, shot video and forwarded footage to friends. Some even posed with the actors.This event was one part a $9 million TV, print and online effort that increased awareness of blade changing by 37%.