Campaign: The Father & Son GameClient: P&GBrand: GilletteSubmitted by: Mediacom & Leo Burnett România/Publicis OneContributing Agency: Dăescu Borțun Olteanu
Background/objectives:Get Romanian men who shave with disposable razors to upgrade to the more expensive Gillette MACH3 system, while continuing to recruit new comers in the category.
Strategy:With football in the brand DNA & also in Romanian men’s hearts, Gillette designed its own distinctive football moment, different from what any other brand was doing on the football territory. By providing the frame for a Father & Son real competition, Gillette placed football at the core of their unique relationship, closing the generation gap.
Results:All results exceeded campaign objectives.