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Gillete Help Foundation for the Sandpaper Man

PROCTER & GAMBLE

3-day stubble was in fashion, so Gillette needed to increase the frequency with which young people were shaving. We suggested they led an initiative for social awareness, creating a documentary that revealed the problem. The viral film pointed to the foundation’s website and clinic www.ayudalhombrelija.com (help the sandpaper man) and the product-treatment kits we created for mild, severe, and critical cases. We also developed a PR campaign to spread the expression “sandpaper man” in society.

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