We created a thorough campaign for Gillette, targeting males ages 22-26. We wanted to reach out to an audience of men that wanted to be sophisticated and confident, but may not have reached that plateau just yet. However, it’s only a matter time before they do. Our concept was simple, “What does it mean to be smooth?” In contrast with Gillette’s current campaign consisting more of a technical and scientific approach, we wanted to promote the brand as a successful lifestyle, both professionally and personally. The tagline we chose for our campaign was "Proceed Confidently."
Art Direction / Copywriting / Photography by Zak Smith & Dan Viva
Print Campaign
Magazine Double Spread
30 Second TV Spot
Spalsh page of Gilette's "Stay Smooth and Connected" promotion.
THE GILLETTE MANIFESTO.
How the LinkedIn connection works.
