Be A Gillette Man

Madison Bryan & Katie Parker Gillette “Be A Gillette Man� Campaign

The order

1. Creative Brief 2. Print Ad 3. Out of Home 4. Radio 5. Television 6. Digital & Cross Branding

Creative Brief

Creative Strategy Statement To convince the Smooth-tongued Stud demographic that the ProGlide Styler will further their confidence and make them even more desirable.

Target Audience The smooth-tongued studs are males who are 18-25. They are mostly single, work in entry-level and mid-level jobs with moderate income.

Open to new opportunities, have social and active lives. They frequent nightclubs, casual dining and health clubs. They put worth on self-image. They enjoy menʼs fashion, trends and new technology.

They will buy the product to complement their confident lifestyles. They will use the ProGlide Styler daily to trim facial and body hair.

Competitors Philips Norelco Body Groom Pro. The model is priced at $69.99 (compared to the $23.99 ProGlide Styler). This model is dual-sided and has 5 integrated length systems from 1/8 of an inch to 11/25 inches. It uses a rechargeable battery and charging dock, which allows for 50 minutes of trimming.

Other competitors might include traditional, non-electronic, razors.

Current Brand Identity Gillette is the leader in the personal care/grooming category.

The current ProGlide Styler campaign features supermodels expressing what grooming habits they prefer for men.

Potential Brand Identity Gillette could become a relatable, knowledgeable and sought-out brand. The brand should empower the Smooth-tongued Studs to perfect their look, try new trends and look their best at all times.

Why They Should Buy Gillette will position itself to where men believe the ProGlide Styler is indispensable, it should be the only tool that can help them look and feel their best. The brand image should become the standard men want to reach and the ProGlide Styler is how to get there.

Messaging Gillette wants the target audience to pine for the lifestyle that goes along with using the ProGlide Styler. With the ProGlide Styler, men can finally be who they want to be and still have the luxury of choosing who that man is.

• Be a Gillette Man. • Endless possibilities for any personality.

Brand Positioning The target audience should regard the brand as innovative, stylish, masculine and confident.

Unique Selling Proposition The Gillette ProGlide Styler is the only ʻ3-in-1ʼ groomer in its class.

Brand Personality/Tone Of Voice If the brand were a famous person, it would be Ryan Goslingʼs character in CrazyStupidLove. Heʼs a confident man with an exciting lifestyle. He would be referred to as the cool friend to our target market. He would be extremely encouraging and persuasive.

Media Tactics The best media tactics for the target audience are as follows: • Television: :30 and :60 spots on television • Print: Advertising in sources such as GQ, Esquire, Details and Menʼs Health • Digital: Online advertising and a strong social media presence • Cross Promotional Campaign: Partner with Movember to create a contest • Radio: :30 spots on Top 40 and utilize Pandora and Spotify

PRINT The print ad should be featured in a men始s magazine similar to GQ, Esquire, Men始s Health and Details. It should be a publication that focuses on trends, fashion and women. Different magazines would have different decals circled, one that might fit with that specific Gillette character. For instance, the example on the next page might be seen in Details because it focuses on music, humor and pop culture.

Since the decal circled in this ad is one of the funnier and more outrageous facialhair styles, it seems to be a good match for the publication. For GQ, a more stylish or professional choice might be circled.

Out of home

The two themes for out of home would run simultaneously. The first theme is strictly billboards while the second contains ideas that are more interactive and nontraditional.

Theme 1: “Introducing the Gillette Men” Each board will be a black and white photo of a man with different facial-hair styles.

The copy on the board will correspond with the picture but it will always be in Gillette orange. Every board will feature the Gillette logo. The men featured in these billboards will also be featured in the :30 television commercial.

1. “I like women like my wine: French.”

2. “My moves are more smooth than my face.”

3. “Equal parts wizard, mountain-man and sex appeal.”

4. “Ringmaster auditioning acrobats: flexibility a must” 5. “Not just the boss in the boardroom”

Theme 2: “Possibilities are Endless” 1. Urinal Wall: The urinal wall will feature the facial decals from the print ad and will be lined up one after the other along the area where the men will have to pee on them. The decals will start with huge bushy beards that are heat activated.

When the userʼs pee hits the decal, the facial hair will slowly disappear, making your pee act as the razor. Above the urinal wall, there will be a decal of the ProGlide Styler with the copy: “Gillette makes it as easy as one, two, pee.”

2. Mirror decal: The idea is to have the print ad decals placed on mirrored buildings and bathroom mirrors. There would be multiple decals lined next to one another so that men could go back and forth from each decal and “try on” the facial hair. It will allow the viewers to look at themselves in elaborate and extreme facial hair options. The copy would be above each decal and read: “Gillette men arenʼt afraid to try it on.”

3. Extreme outdoor: A huge male face (one from a theme 1 billboard) is printed on the entire side of a building. Every day a different 3D model of a facial-hair style is placed over the photo. The 3D facial hair would be made from an extremely long material to emulate hair, which would give an interesting look and texture to the design. This way, the audience can see the same picture with different facial hair every day but in a blown up and interesting. The copy would be above the face and read: “Gillette changes facial-hair like you change underwear. Hopefully daily.”

È@ c`b\ nfd\e c`b\ dp n`e\1 =i\eZ_%É

È<hlXc gXikj n`qXi[# dflekX`e$dXe Xe[ j\o Xgg\Xc%É

ÈEfk aljk k_\ Yfjj `e k_\ YfXi[iffd%É

Radio

The “Be A Gillette Man” radio spot will run on Top 40 radio stations. Due to its popularity and relevance, our target audience is almost always listening to Top 40 radio stations. Top 40 stations have mass appeal, which ensures that we will reach as many people in the target audience as well as those in the second and third target audience.

CLIENT: PRODUCT: TIME: TITLE: COPYWRITER(s):

Gillette ProGlide Styler-Pitch :60 “Be A Gillette Man” Madison Bryan and Katie Parker

SFX:

INSTRUMENTAL “THE STROKE” BY BILLY SQUIER PLAYS (5 SECONDS)

SFX:

INSRUMENTAL “THE STROKE” BY BILLY SQUIER UNDER

ANNCR:

I am a Gillette man: equal parts wizard, mountain man and sex appeal.

Iʼm a wizard. My beard is a magical force. It can lead me to any womanʼs chamber of secrets. No love spell required.

Iʼm a mountain man. I whittle tree bark into beard combs.

These combs enhance my universally appealing pheromones, which I bottle and distribute to needy men worldwide.

Iʼm sex appeal. My friends are constantly texting me for lady advice, women blow up my phone to come cuddle, and your mom canʼt stop sending me pictures of herself.

-MORE-

Gilletteʼs ProGlide Styler is my magic wand, power tool and little black book all-in-one.

Donʼt crumble under the pressure of having an amazing beard.

Itʼs hard for other men, but we are not other men. Be a Gillette man.

SFX:

INSRUMENTAL “THE STROKE” BY BILLY SQUIER FADE UP UNTIL SECOND “STROKE ME” IS SANG.

-END-

Television Script

The :30 “Be A Gillette Man” commercial focuses on the day in the life of The Boss, one of the Gillette personalities featured in the print and outdoor advertisements.

The Bossʼs friends who star in this commercial represent different Gillette personalities. Ideally, future commercials would feature these other Gillette personalities on the same day leading up to the scene where they all meet up in the bar (Scene 20). The commercials would all have the same look and style but with obviously different men, voice and copy.

In this commercial, the viewer never directly sees The Bossʼs face until scene 23 but is listening to a voice over of his thoughts. Most scenes are artistically driven and are quick close-ups, which lets the audience experience the fast-paced lifestyle that The Boss loves to live.

Client: Gillette ProGlide Styler Producer: Gillette Title: Be A Gillette Man Time: :30 Copywriter(s): Madison Bryan and Katie Parker

[1] OPEN TO ECU OF IPHONE ALARM GOING OFF. IPHONE IS SITTING ON A DARK WOOD NIGHTSTAND.

[1] SFX: MUSIC: UP [THE STROKE]

[2] CUT TO FULL SHOT OF A [2] SFX: MUSIC UNDER [THE STROKE] YOUNG MAN SLIDING ALARM ON MUSIC STAYS UNDER UNTIL SCENE 25.

IPHONE AT 5:30 A.M. APARTMENT IS DECORATED MODERN AND IS NEAT. MAN IS UNDER COVERS AND ONLY HIS ARM IS SEEN COMING OUT FROM HIS BED.

[3] CUT TO MEDIUM SHOT OF MAN BENCH PRESSING ONCE UP. HIS FACE IS UNSEEN. HE IS WEARING TENNIS SHOES AND BASKETBALL SHORTS. GYM IS EMPTY.

[3] SFX: WEIGHTS CLINKING, MAN GRUNTING

[4] CUT TO ECU OF A SILVER SHOWER HEAD STARTING TO TURN ON. WATER COMES OUT OF SHOWER HEAD.

[4] SFX: SHOWER TURNING ON

[5] CUT TO ECU OF MAN始S HAND [5] SFX: SHOWER TURNING OFF TURNING OFF THE SHOWER WITH A SILVER SHOWER HANDLE

[6] CUT TO ECU OF MAN WRAPPIG TOWEL AROUND WAIST.

[6] ANNCR: (VO 25 YO MAN) I始m a Gillette Man.

[7] CUT TO QUICK ECU OF MAN TURNING ON A GILLETTE PROGLIDE STYLER

[7] SFX: TURNING ON ELECTRIC RAZOR AND THEN BUZZING

[8] CUT TO QUICK ECU OF MAN SHAVING FACE WITH GILLETTE PROGLIDE STYLER

[8] SFX: SHAVING NOISE

[9] CUT TO QUICK ECU OF MAN SHAVING CHEST WITH GILLETTE PROGLIDE STYLER.

[9] SFX: SHAVING NOISE

[10] ANNCR: (VO) It took intelligence, [10] CUT TO MCU OF MAN BUTTONING LAST BUTTON ON AN EXPENSIVE WHITE SHIRT COLLARD SHIRT.

[11] CUT TO MEDUM SHOT OF MAN GRABBING BROWN LEATHER BRIEFCASE AND WALKING OUT OF HIS APARTMENT.

[12] CUT TO MCU OF MAN始S SHOES AS HE IS WALKING PAST THE RECEPTIONIST DESK AT HIS WORK.

charisma and a work hard, play hard mentality to become the boss.

[11] SFX: FOOTSTEPS

[12] ANNCR: (VO) And trust me, I始m the boss in more than just the boardroom.

[13] CUT TO ECU OF [13] ANNCR: Good morning, Mr. RECEPTIONISTS MOUTH. Thompson!

RECEPTIONIST HAS YOUNG FULL RED LIPS.

[14] CUT TO MEDIUM SHOT OF [14] MAN WALKING INTO CONFRENCE ROOM. BACK IS TO CAMERA. THE MEETING IS FULL OF BUSINESS MEN AND WOMEN WHO SMILE AT THE ENTERING YOUNG MAN.

[15] CUT TO MCU OF WOODEN CONFRENCE ROOM DOOR SHUTTING

[15] SFX: DOOR LATCHES

[16] CUT TO FULL SHOT OF YOUNG MAN WALKING OUT OF HIS OFFICE BUILDING. BACK IS TURNED TO CAMERA.

[16]

[17] CUT TO ECU OF MANʼS HANDS ON THE LEATHER STEERING WHEEL OF HIS CAR.

[17] SFX: CAR ENGINE ROARING

[18] CUT TO FULL SHOT OF MAN LOCKING HIS CAR AS HE WALKS INTO A CROWDED AND NOISY BAR. BACK IS TURNED TOWARD CAMERA.

[18] SFX: CAR BEEPS WHEN LOCKED, MUFFLED BAR NOISE

[19] CUT TO PAN LEFT OF THE INSIDE OF THE BAR. IT IS FULL OF YOUNG PEOPLE HAVING A GREAT TIME.

[19] SFX: NOISY BAR

[20] CUT TO YOUNG MANʼS [20] ANNCR: (VO) We are Gillette men…

GROUP OF FRIENDS. EACH MAN HAS DIFFERENT TYPE OF FACIAL HAIR AND EQUALLY ATTRACTIVE. ONE FRIEND HANDS A SHOT TOWARD THE MAN (THE CAMERA).

[21] ANNCR: (VO) …and we know how to [21] CUT TO ECU OF THE PROFILE OF THE MAN TAKING A SHOT. SHOULD ONLY SEE FROM TOP OF NOSE TO CHIN.

[22] CUT TO MCU OF YOUNG MAN IN BACK SEAT OF A TAXI WITH A YOUNG WOMAN. CAMERA CAN NOT SEE HIS FACE BECAUSE HE IS LEANED IN TO WHISPER IN HER EAR. SHE LAUGHS.

[23] CUT TO MCU OF THE SILLHOUETTE OF THE MAN AND WOMAN STANDING IN HIS

enjoy the little things in life.

[22] SFX: WOMAN LAUGHING

[23] CUT TO MCU OF THE SILLHOUETTE OF THE MAN AND WOMAN STANDING IN HIS APARTMENT DOOR FRAME WITH THE DOOR OPEN. AS SHE GOES INSIDE, HE TURNS TO LOOK OVER HIS SHOULDER AT THE CAMERA FOR THE FIRST TIME AND SPEAKS.

[24] CUT TO MCU OF WOMAN. SHE HAS COME BACK TO THE DOOR FRAME AND IS PEEKING OUT OVER HIS SHOULDER AND HAS HER HANDS ON HIS WAIST.

[23] ANNCR (SAME VOICE AS VO): Other men wouldnʼt be able to handle the pressure.

[24] ANNCR (WHISPERED): But we are not other men.

[25] MAN SMIRKS AGAIN AND [25] SFX: MUSIC: UP: WHEN DOOR DOOR SHUTS. SUPERIMOSED ON SHUTS THE CLOSED DOOR “BE A GILLETTE MAN. USE THE - END GILLETTE PROGLIDE STYLER. ”

Digital and Cross branding

Social Responsibility: Gillette has decided to partner with Movember to raise the awareness of testicular cancer. Testicular cancer affects men from the ages of 20-­‐34, which fits with the target audience. Movember is already an established movement that encourages men to grow out their mustaches to raise awareness for various menʼs health issues. Why not encourage them to style these mustaches with their Gillette ProGlide Styler? And better yet, to show off their creations to the world and win prizes.

Partnering with Movember will show the target audience that Gillette men care about their health and the health of those around them. For each cartridge or device purchased during the promotional time frame, Gillette will match the purchases up to $1 million. This proves that Gillette is dedicated to the cause.

People will learn that Gillette has partnered with Movember through social media, a contest, a microsite and advertisements. This partnership will help those looking for a cure for testicular cancer, those who are already affected with testicular cancer and those who are spreading awareness of testicular cancer.

Promotion Contest: What it is: The Contest is essentially a video contest. Men will grow and style their greatest mustache creations throughout the month of November, taking a picture every day of the growing adventure. Then they create a timelapse video using the Gillette + Movember “Grow Your Mo” App. When Movember is over people will be able to go to GrowYourMo.com to vote for their favorites. The five categories for voting are: 1. Ladyʼs Choice 2. Most Creative Video 3. Best Style 4. Manliest Mustache 5. Most Creative Facial Style Winners: Winners will receive an all expenses paid trip to New York for New Yearʼs Eve where they can experience a Day-­‐In-­‐The-­‐Life-­‐Of-­‐a-­‐ Gillette Man. They will be flown to New York City with their choice of two friends, have VIP access to numerous bars and clubs, be a VIP on Times Square when the ball drops and receive a $500 gift card to be used at their choice of stores in the Manhattan Mall on January 2.

Timeline: The videos must be submitted by November 30. The voting will last from December 1-­‐ 22. The five winners will be announced on December 27 and will be flown with their guests to the Gillette New Years Party on the December 30.

Promotion: Gillette will be promoting the contest throughout the month of October.

The contest, app and microsite will be promoted in various ways using radio, television, out of home and social media.

How do people participate: They simply upload their timelapse video to the Gillette + Movember microsite using their Grow Your Mo app. Once it has been uploaded, the video can be voted on. Participants will receive a link to their video so they can share it via Twitter, Facebook, Instagram, Pinterest, etc. Those who can not enter the contest can still participate by voting and campaigning for their favorite videos.

Will it catch on?: Absolutely. People are going to want their friends to vote for their video. This means they will promote their own video through as many ways that they can: Email, Facebook, Instagram, Twitter, Pinterest, Word of mouth, etc.

This is great for the cause because when the individual videos get passed along, so will the Gillette name and message.

Mobile: App: The Gillette + Movember App is the means to enter the contest. You would need it to create the timelapse video and to upload it to the Gillette + Movember microsite. You can either take pictures of yourself using the app camera or upload pictures from your own camera roll, and then create the time-­‐lapse video in the app. In order to upload the timelapse video to Gilletteʼs microsite for voting, the user must pay 99 cents, which is 100 percent donated to the Movember cause.

The timelapse video will then automatically upload to both the app newsfeed and the microsite. Participants may then use various forms of social media to entice people to vote for their video.

Website: Microsite: The Gillette + Movember website features an interactive design that anyone in the target audience would like to use. The URL for the microsite is www.GrowYourMo.com. On the homepage, viewers are able to utilize the most important parts of the contest.

They can donate by scanning their GrowYourMo packaging with their webcam (see below for details), view that dayʼs “Top Mo Phos” and see the current fundraising total. The fundraising total is updated in real-­‐time, so if the visitor scans their device or accessory they will be able to see the total rise.

Subpages include instructions for how to get the application and how to donate extra funds. The “How It Works” tab in the navigation shows the visitor in an easy, numbered pattern how to participate in Gillette + Movemberʼs “Grow Your Mo” contest.

Packaging: Gillette + Movemberʼs special packaging is different from the normal packaging and easy for the target audience to spot. Instead of Gilletteʼs usual blue, silver and orange colors, Gillette + Movember decided to do a silver and orange color theme. This color theme coincides with all other aspects of their campaign while still aligning with the brand identity. The QR code on the front of the packaging is what the user will use to scan the product to the website using their webcam. Once it is scanned, Gillette will donate whatever the price of the device or accessory was.

Social Media: Twitter: Gillette will utilize its existing Twitter account to promote the contest and Movember. It will use #GrowYourMo and #Movember to categorize the tweets.

1. Be a bro. #GrowYourMo. #Movember starts today.

2. #GrowYourMo isnʼt about being lazy. Style that mo with your Gillette ProGlide Styler. #Movember 3. If a man grows his mustache but no timelapse video is made about it, does it make a difference? #GrowYourMo for #Movember 4. Replace a word in a song with mustache. #GrowYourMo a. No mustache in the wild. #GrowYourMo b. Smells like mustache spirit #GrowYourMo c. Hot for mustache #GrowYourMo d. Blurred Mustache #GrowYourMo e. Howlinʼ for mustache #GrowYourMo f. Youʼve lost that mustache feelinʼ #GrowYourMo 5. #Movember is halfway over! It was nice of you to give those other guys a head start. Download the app now and start to #GrowYourMo 6. Almost half of all cases of testicular cancer are men between the ages of 20 and 34. Retweet and raise awareness by using #GrowYourMo 7. Most men with testicular cancer donʼt have it in the family. Retweet and raise awareness by using #Movember 8. Top last yearʼs NYE by winning our #GrowYourMo timelapse contest.

Download the app and start growing 9. Teddy Roosevelt was the 1st president to survive an assassination attempt.

Coincidence he had a mustache? Happy Veteranʼs Day! #GrowYourMo 10. Youʼve watched the videos, now vote for your favorites. #GrowYourMo #Movember www.gillette.com

Â

Instagram: Because Gillette does not currently have an Instagram, they would have to make an account. However, this account would not strictly be for the contest, it would feature all aspects of the brand and its voice.

To promote the campaign, Gillette would post infographics about testicular cancer and designed pictures pertaining that might include dates, timelines, updates and reminders. The designed pictures will engage the target reminding them to participate in the contest while the infographics will engage the target audience because it contains statistical information that pertains to them.

[Instagram example provided below with other creative]

Design Elements Below are two sample pages of a website, the app design, an example of an Instagram post and the special packaging.