THE NEED / Drive awareness of Gillette's new Flexball Technology and connect with men on a global level.
THE IDEA / What would happen if Tony Stark (AKA Iron Man) took over Gillette's R&D Department?
HOW IT WORKED / We brought the Marvel Cinematic Universe int the real world. By aligning with Marvel's Avengers: Age Of Ultron, we helped Gillette tap into massive built-in awareness of the Marvel Cinematic Universe to reach men around the world. We staged a Stark Industries takeover at Gillette. We showed the world what would happen if Avengers-Inspired technology were to be used for shaving – with incredible content that generated nearly 1 billion social impressions. People went crazy over these Avengers-inspired razors (unfortunately, not available in the real world).
We executed in 30+ markets globally - with customized media and retail programs. The world was saved (and shaving may never be the same again.)