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Gillete Help Foundation for the Sandpaper Man

PROCTER & GAMBLE

3-day stubble was in fashion so Gillette needed to do something to increase the frequency with which young people were shaving. Never ones to hold back, we suggested to the most marketing-wise multinational in the world that they lead this initiative for social awareness. We created a documentary that revealed the problem and pointed to the website www.ayudalhombrelija.com (helpthesandpaperman), the foundation’s site and clinic with treatment kits for mild, serious and very serious cases, and we developed an on-line and public relations campaign to get the expression “sandpaper man” for referring to men with 3-day stubble into common use in society. This European action had a follow-up for the American market.

THE DOCUMENTARY

THE KITS

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THE IMAGE

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Art Directors Club of Europe
Gold | New Media & Promotions Merit Award | Cinema Commercials

Laus
Silver | Advertising Creativity. Low Budget

El Sol/San Sebastián
Gold | Promo. Best Idea
Silver | TV & Film. Audiovisual Content
Bronze | Platinum. Innovation and Integrated

FIAP
Silver | TV & Film. Beauty & Personal Care

XI Anuario de Creatividad Española
Awards CdeC | TV. Product Spots

Ojo de Iberoamérica
Gold | Integrated Promotions. El Ojo Classic
Silver | TV. Beauty & Personal Care. El Ojo Classic
Bronze | TV. El Ojo Local. Spain

International Advertising Association | Museo Nacional Centro de Arte Reina Sofía
Excellence in Advertising Award 2010

Efi Awards
Bronze | Effectiveness Business Communication