Gillette

John Mang, VP, BFL
Liqi Peng, Brand Director, Cutting Edge BFO, Gillette Global

Grey New York *Lead Agency

Kristian Henschel, Senior Integrated Planner
Patrick Conlon, Associate Creative Director
Trevor Mundt, Account Supervisor
Jeff Stamp, Executive Creative Director
Leo Savage, Executive Creative Director
Adolfo Alcala, Associate Creative Director
Michael Sandora, Senior Account Executive

Concept One *Lead Agency

John Kocis, Principal, President

POSSIBLE

Ketchum

Carat

If youre Gillette, how do you launch your new Flexball razor and reconnect to apathetic millennial guys who are increasingly critical of product innovation from your brand? The solution was to join in the conversation by showing them what over-innovation really looks like. In partnership with the Marvel film "Avengers: Age of Ultron", we created a series of over-innovated razors with Avengers-inspired technology. In doing so, we showed millennial guys how, comparatively, the Flexball was the right amount of tech, while increasing brand likeability (+11%) and relevance (+12%).