For the group project, Bridget, Mallory, Emily, and I were given the assignment to create a campaign for a new line of personal grooming products by Gillette, called ProSeries. Gillette is already the top global distributor of men’s skin care products, so naturally we were given a hefty budget by P&G to take the line worldwide in 2011.
We met over dinner during the first week of class to discuss ideas. I’ll admit, it was a struggle to get the creative juices flowing at first. We had some crazy guerilla ideas about shaving homeless people, but we mostly focused on our food. We took a break to gain inspiration during the week of the festival, and when we met at the beginning of this week, we had our idea.
We wanted to target a younger demographic, primarily young professionals and secondarily college students. Our creative strategy is that Gillette can help you be your best. It can be your first, it can help you out in your career and it can help you in your life. Our media choices include: television, viral videos, and twitter.
For our viral video executions we took a risk and developed an awkward character named Close Shave Dave. He will also maintain an advice based twitter feed that appeals to our young audience. For our older television audience we took a more serious note, but we still showed the characters in embarrassing situations.
I think our campaign is good, and will work well in the United States; my only concern is how it will translate globally.
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