We searched for insights into the use of men’s razors and found one undeniable truth: If you’re a man in a relationship, you’ve discovered hairs in your razor that aren’t yours. Your wife or girlfriend is using your razor, and there’s nothing you can do to stop it.

So, we created a place for men to hide their MANS Razors – a series of hollow books so boringly

We designed the books to look as real as possible. Even the pages are unglued on the outside.

Every element of design or copy hints at what’s actually inside, from the book’s titles, to the author’s name, Rans Mazors (a play on MANS Razor), to an image of the actual razor hidden in plain sight on each cover.

Between February 28 and March 18 we hand- delivered 6 books to each of our 6 carefully chosen influencers (one each).

Each influencer been chosen for their influence in our intended target demographic, and each had a similar sense of humour to the brand’s, indicating the package would be well-received by them and their audiences.

Our influencers responded very positively, sharing it across their social channels almost immediately with the brand hashtag.

Our influencers responded very positively, sharing the media drop and the brand across their social channels almost immediately.

With just under £185 we earned the opportunity to reach over 95 000 people with a strong brand-positioning piece endorsed by a trusted source.