gillette shaving science

Gillette’s most important customers are 18-25 year old guys. Brand loyalty among men is extremely high, with the majority of guys using the same brand of shaver that they started with for most of their lives. So to reach those guys and tell them about the amazing products that Gillette produces, Digitas helped them create a series of online videos.The first series uses real life models complete with high tech CSI style overlays, to demonstrate the correct way to shave. The second series hero’s the Gillette range of shavers and shaving products by demonstrating the science behind these cutting edge products in the most appropriate way – using high tech 3d animation.

Shaving science microsite

In order to reach the target audience effectively, the videos were housed within the Gillette.com website complete with an interactive video player that included selectable chapters and subtitle overlays that allowed global regions to customise the captions. To really increase the reach though, the videos were distributed to Gillette’s new YouTube channel, allowing them to leverage the high traffic YouTube market, as well as utilising YouTube’s functionality that let’s users embed and share the videos.

Creative Director: Andrew Boal
ACD/Copywriter: Larry Mintz
Art Director:Andrew Morse

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