As the largest men’s grooming brand in the world, Gillette activates annually on Father’s Day. However, year after year, few campaigns created strong results. Gillette asked Ketchum and Grey to work together to create an integrated idea for Father’s Day that drove press for the brand and created a larger call to action beyond the day itself.
Released a brand campaign on Father’s Day encouraging young men to turn to dad for advice (rather than the internet) on everything from dating to shaving. Based on research that showed most young men turn to Google before a parent for advice.
Creative Concepting, Copywriting