• For the past century, Gillette's sports marketing strategy was all about players looking their best for the big game. But the next generation of athletes want to look their best at all times. From their feeds, to practice and every arena in between.




    In a reversal of the brand's historic game plan, we took our product story off the court and into Raptors rookie Gradey Dick's social feed. A crossover that leaves Hall-of- Famer Tracy McGrady open to new ways of showing up for the game...online and in life.
    “GET READY WITH GRADEY“ 30 TVC
    Who shaves for practice?
    “GET READY WITH GRADEY“ 15 TVC
    SOCIAL

         
    “GET READY WITH GRADEY“ ALT OPENING

    BALLIN BEHIND THE SCENES







    We then steered the Team Gillette bus toward Quebec, where Hockey is arguably the most identifiably Canadian cultural marker and the connection to players is even more intimate.


    "Smoother than your uncle's shave!"

    We again chose to tell a grooming story outside of the arena, this time at the front door of local hockey legend Raf Pinard's aunt's home. After noticing his smooth shave during a customary "La Bise" greeting, Raf's aunt is inspired to take her husband's grooming game into her own hands.
    “LA BISE“ QUEBEC
    Someone's hubby is getting a new razor...
    :15 CUTDOWN
    CURTAIN CALL

    Eric Witman, Alyssa Leary: CDs
    Lauren Dinsdale, Taylor Vance: Producers
    Riley Peak, Jack Rososin, Sam Rudykoff: Sr Creatives
    Sacred Pact, Vincent RC: Directors



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