Cannes Lions

SHAVING

ABBOTT MEAD VICKERS BBDO, London / GILLETTE / 2013

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Overview

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Credits

Overview

Description

Accent and vocabulary are the defining characteristics of the British class system. When an Englishman opens his mouth he betrays his upbringing and social class. We mashed up two of the most extreme forms of social speech – the accent of the upper classes and the speech pattern and vocabulary of the working classes – to create a unique form of speech. Typically, non-gentlemanly men of today would sound like the working classes, but by imposing an upper class accent onto their working class dialogue we brought to life the idea that we can turn any man into a gentleman.

Execution

We partnered with Movember, quality chaps who grow moustaches for men’s health. Our message was simple, the Styler turns any man into a gentleman.

We transformed a corner of London’s West End into an era when Mo’s ruled by building a vintage barbershop that gave out free shaves. Beneath that we built a gentlemanly clubhouse. On certain evenings the merriment spilled onto “the street that time forgot”. Posters adorned the walls, conveying gentlemanly advice. We enticed chaps down on Facebook and Twitter.

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