THE NEED / Engage Gillette target & make the brand part of a pop culture moment.
THE IDEA / Gillette is “The Best A Man Can Get.” Superman is "The Man of Steel." Of course they belong together. But that brings up a really good question:
How Does The Man of Steel Shave?
HOW IT WORKED / We spearheaded a massive integrated campaign, got celebrities to give us their theories, and got billions of impressions.
Media drove to HowDoesHeShave.com to view celebrity theories and vote share, tweet, debate, and debunk.
For Gillette's first-ever movie marketing effort, the results were, well, super.