| Title | MY NEW FACE |
| Brand | SUPER-PHARM |
| Product/Service | LIFE M6 RAZOR BLADES |
| Category |
A02. Non-Fiction: series or film |
|
Entrant Company
|
BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
|
|
Contributing Company
|
BAUMANN BER RIVNAY SAATCHI & SAATCHI Ramat Gan, ISRAEL
|
|
Media Agency
|
ZENITH OPTIMEDIA Ramat Gan, ISRAEL
|
|
Production Company
|
GO CREATIVE PRODUCTION HOUSE - TOM SOFER Tel Aviv, ISRAEL
|
Credits
| Yossi Lubaton |
Baumann Ber Rivnay Saatchi/Saatchi |
Ceo |
| Nadav Pressman |
Baumann Ber Rivnay Saatchi/Saatchi |
Executive Creative Director |
| Idan Levy |
Baumann Ber Rivnay Saatchi/Saatchi |
Creative Director |
| Yair Zisser |
Baumann Ber Rivnay Saatchi/Saatchi |
Copywriter |
| Michal Gonen |
Baumann Ber Rivnay Saatchi/Saatchi |
Art Director |
| Maayan Dar |
Baumann Ber Rivnay Saatchi/Saatchi |
Digital Creative Director |
| Dorit Gvilli |
Baumann Ber Rivnay Saatchi/Saatchi |
Vp Production |
| Odelia Nachmias Freifeld |
Baumann Ber Rivnay Saatchi/Saatchi |
Agency Producer |
| Shani Vengosh Shaul |
Baumann Ber Rivnay Saatchi/Saatchi |
Vp Client Services |
| Noa Sharf |
Baumann Ber Rivnay Saatchi/Saatchi |
Account Supervisor |
| Stav Hershkovitz |
Baumann Ber Rivnay Saatchi/Saatchi |
Account Executive |
| Shai Nissenboim |
Baumann Ber Rivnay Saatchi/Saatchi |
Vp Strategic Planning |
| Roni Arisson |
Baumann Ber Rivnay Saatchi/Saatchi |
Strategic Planner |
| Eva Hasson |
Baumann Ber Rivnay Saatchi/Saatchi |
Planning Information Specialist |
| Ronit Doanis |
Baumann Ber Rivnay Saatchi/Saatchi |
Traffic Director |
| Yael Kaufman |
Baumann Ber Rivnay Saatchi/Saatchi |
Traffic Co-ordinator |
| Oded Binnun |
Self Employed |
Director |
The Campaign
CHALLENGE & OBJECTIVE:
The razorblade category is one ruled by a very limited number of super well-funded mega-brands. Brands that have deep enough pockets to book the latest male superstar and advertise on TV for extended period of times.
So how do you compete with these megabrands if you're a small private label razorblade brand with much more limited resources? How do you make your voice heard, capture the consumer's attention and grow your brand's sales and market share?
STRATEGY:
The answer: You break category conventions.
To promote SuperPharm's line of private label razorblades (Life M6), we decided that rather than compete on rational messaging and functional benefits we'd follow a different approach and engage men emotionally with a social experiment.
We decided that rather than keep pushing the claim that the ultimate picture of virility is that of a clean shaven man (a futile approach in light of the ever powerful hipster movement and growing attachment men have to their facial hair) we would divert from this monologue and instead remind men of the simple pleasures and long forgotten tactile sensations that come from being clean shaven.
EXECUTION:
Working off the personal experience of one of our agency's copywriters, we decided to document the process of Mook – a 44 year old man and proud beard owner for the last 14 years – shaving off his beard for the very first time. A trademark accessory his wife and kids had never seen him without. One even some of his closest relatives including his parents and twin sister couldn't remember what he looked without.
Their priceless reactions are captured on camera as is Mook's re-acquaintance with. Little things like the ability to feel a gentle breeze and the sunshine on your face, to kiss without tickling, to look younger.
• Hours after its release, our doco-ad began trending worldwide and was covered by:
GQ, People Magazine, Allure Magazine, The Huffington Post, Buzzfeed , Fox, Yahoo and many more
• It got 4,500000 views within the first week and has over 7.084.565 organic views to date with over 8000 likes and 4510 shares
• The film made it to all the international top ad charts:
Unruly's "Ad of the Day" 28.07.2015
#4 - Fast Company Co-Create's "Top 5 Ads of the Week" – 30.07.2015
#5 - Adforum's "Top 5 Ads of the Week" - 31.07.2015
#8 - Advertising Age's "Viral Video Chart" – 04.08.2015
• People shared it like crazy, including Ashton Kutcher and Guy Kawasaki
• It sparked real conversations about the film and its unique approach and got comments like:
"People often ask me about the difference between advertising and branded content. Here you go" and
"Beautiful ad/content. Much better than the Federer, Tiger Woods 'power' ads" and last but not least
"It starts now: counter beard culture advertising"
• M6 razorblades sales at Super-Pharm branches skyrocketed by 170% and overtook the category leader.
M6 market share grew by 22%
Razorblade ads tend to travel the same path.
They all sport alpha males as heroes and focus their messaging around intricate demos showing the efficiency of their latest blade.
So how do you compete, with these far better-funded megabrands if you're a small private label razorblade?
The answer is: You don’t - at least not on their own turf.
That's why to promote SuperPharm's line of private label razorblades (Life M6), we decided that rather than compete on rational messaging boasting the blades' traditional functional benefits, we'd follow a different approach and engage men emotionally through a content based social experiment.