CLIENT
Philips DAP North America
Bob Baird, President and CEO
Arjen Linders, VP Mktg.
Elwin DeValk, VP Mktg.
Zdenek Kratky, Brand Mgr.
Michelle Schwartz, Associate Brand Mgr.
AGENCY
Catherine East, Account Dir.
Joanna Schwab, Senior Brand Planner
January Vernon, Art Dir.
Scott Ginsberg, Copywriter
Jennifer Operowsky, Account Supervisor
Ted Manger, Group Planning Dir.
John Paulson, Account Dir.
Tribal DDB New York
Steve Nesle, Executive Creative Dir.
Brook Lundy, Interactive Creative Dir.
Bill Hewson, Account Dir.
Mark Evans, Management Supervisor
Daniel Modell, Art Dir.
Chaz Mee, Producer
CARAT USA
MSL Group
SUMMARY
To successfully launch its new electric razor, Bodygoom, designed to shave and trim body hair, Philips Norelco had to get guys talking about the uncomfortable subject of male body grooming. Without a budget to support traditional media, Philips Norelco needed a big viral idea to take body grooming from a private act to a public topic. To meet aggressive sales goals with a budget of less than $375,000, Philips Norelco had to take body grooming out of the closet.
