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MEDIA | HIGHLY COMMENDED | MEDIAEDGE:CIA FRANCE CHALLENGE With a third of Gillette's marketing spend, Wilkinson's challenge was to find a different way to break out and disrupt the market. INSIGHT Shaving habits have changed and not all men want to conform to, and many don't relate to, the identical clean-cut clone of typical shaving communications. IDEA Give this inner rejection of conformity a platform by creating a movement dedicated to creative shaving which we called DARE (Doit Aux Exstangences) which translates as the right to shave extravagantly. ACTIVATION The DARE website formed the hub of activity together with a short film which explained the history of DARE, with an invitation to join, create your our masterpiece and post it on the site - which thousands then did, leading to DARE inspired press and outdoor advertising, all with the same Gallic charm. RESULTS
Laure Tainturier, Eric Mourouvin, Hugues Cholez, Jean Nasr, Olivia Fonteneau, Ginette Abokoun, Matthieu Barbe, Christophe Dane, Carine Delrieu Watch video | Download the Full Report (PDF) |
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