A Shave That's Worth it
In South Africa, men take their beards seriously. They’ve engineered routines involving specialised soaps, cooling fans, and complex techniques to get the job done. The only thing is: it’s totally unnecessary.
Gillette SA’s own customer analysis found that men were sticking to cheap, single-use products because Gillette hadn't clearly communicated the upside of a premium blade. They were overcompensating with effort because they lacked the right tools.
To fix the disconnect, we launched 'A Shave That’s Worth It'. The concept tackles the "long way round" head-on, proving that a better shave doesn't need a complex ritual, it just needs a Gillette.
Agency: YouExperience Dubai
Production: BigFoot Cairo