In summer, Gillete spread towels in parks, next to lakes, rivers, at outdoor swimming pools and on green areas, all around Germany. As soon as the towels were placed on grass, the grass stalks sprout out of the holes. It arose people’s attention, and prompted them to shave.
Insights, Strategy and the Idea: Only 12% of women like men with body hair and 71,6 % of men prefer a shaved bikini zone. Gillette wanted to bring the topic of body shaving to the attention of men and women – just before summer as the topic of hair-removal is most relevant during that time. With the start of the outdoor swimming season, the target audience gathered in parks, next to lakes, rivers, at outdoor swimming pools and on green areas in the city. The idea was the world’s first bath towel with holes in areas where you would usually find body hair.
Results and Effectiveness: Thousands of bath towels were stolen at the start of the summer season.
En el verano, Gillete lanzó esta campaña en Alemania. Puso toallas con agujeros en las zonas de las axilas, pecho y zona púbica, en parques, ríos, lagos, piscinas y zonas verdes. La idea era colocar la toalla en el césped y dejar que este entrara por los agujeros; lugares en los que normalmente encontarías vello. El objetivo era animar a la gente a depilarse ahora que llegaba el verano.
La estrategia: Solo al 12% de las mujeres les gusta los hombres con "pelo en pecho" y al 71,6% de los hombres prefieren a las mujeres con la zona del bikini depilada. Gillete quería así llamar la atención de hombres y mujeres justo antes del verano, que es cuando parece ser se desata la necesidad de depilarse.
Resultado: Miles de toallas robadas.
Advertising Agency: BBDO Proximity, Germany
Creative Director: Olaf Reys
Art Directors: Mira Scholz, Philipp Alings
Copywriters: Sebastian Steinhoff, Isabel Campagna
Account Director: Alexander ten Hompel
Creative Director: Olaf Reys
Art Directors: Mira Scholz, Philipp Alings
Copywriters: Sebastian Steinhoff, Isabel Campagna
Account Director: Alexander ten Hompel
