The Art of Shaving

Alberto Carvalho - General Manager
Alex Davison - Mktg. Director
Adam Weber - Brand Manager

BBDO New York *Lead Agency

David Lubars - CCO
Marcela Aguilar - Acct. Director
Cesar Finamori - Creative Director
Jenna Goldstein - Assoc. Planning Director
Kara Goodrich - Sr. Creative Director
Jennifer Natuzzi - Acct. Manager
Megan Wilson - Asst. Acct. Executive

The challenge for The Art of Shaving was to take its unique, four-step approach to shaving and limited budget, and break into the shaving category dominated by big-spending, omnipresent Gillette. The Brotherhood of Shaving campaign changed the way men thought about shaving, instilling a sense of pride and ritual in the routine experience of shaving. Against mighty shaving competition, the campaign made the inclusive feel exclusive to open men up to a new way of shaving, and in the process helped the brand achieve double-digit sales growth.