Title	GILLETTE BABY FACE
Brand	P&G
Product/Service	RAZOR
Category	B04. Use of Print
Entrant	ACW GREY TEL AVIV, ISRAEL
Idea Creation	ACW GREY TEL AVIV, ISRAEL
Media Placement	MEDIACOM CONNECTIONS Tel Aviv, ISRAEL
Production	ACW GREY TEL AVIV, ISRAEL

Name	Company	Position
Tal Riven	ACW GREY	Chief Creative Officer
Moti Rubinstein	ACW GREY	Creative Director
Shay Chikotay	ACW GREY	Copywriter
Etai Haivri	ACW GREY	Art Director
Shai Almagor	ACW GREY	SVP Account Director
Gal Vash	ACW GREY	Account Manager
Shimi Hamias	Mediacom	Client director
Dana Wolfsfeld	Mediacom	Activation planner
Ariel Van Straten	Ariel Van Straten	Photographer
Gal Yaakov	ACW GREY	Agency Production Manager
Israel Revach	ACW GREY	Agency Producer

The Campaign

Newborn babies’ only means of communication during their first year of life is through the language of touch. Academic research by Harvard University and The Boston Children's Hospital have proven that "skin to skin" communication releases "Love Hormones" right after birth and helps babies' development as they build their trust in the environment and in their parents.

Creative Execution

We printed an ad in Blazer, Israel's leading male magazine and created “The Dad Test”: A simple tool that gives a new dad a physical demonstration of the way their beard feels against their new born’s skin. The different levels of roughness were illustrated by real sand papers, but we didn’t stop there. We knew that the sand paper would leave scratch marks on the page next to it so we bought the adjust page and printed the message: "The paper can absorb everything.. and your baby skin?

Our campaign received large scale international media coverage and created a new conversation in the market. In addition, we were able to shift perceptions and convince dads that shaving can affect the things you love most. • We convinced 51% of the men the importance of skin 2 skin • We made 72% of bearded dads to finally consider a clean shaved face

The campaign showcased media innovation in the form of the “Dad Test Ruler”: A simple tool that gives a new dad a physical demonstration of the way their beard feels against their new born’s skin attached to our ad. In addition, we found a way to strengthen our message even more by connecting our “Test Ruler” with the following magazine page. The usage of a utility in print, and one that connects accurately to the brand and the change in behavior we seeked to inspire, pushed the boundries of advanced print

Insights, Strategy and the Idea

We put the spotlight on expecting dads and raised awareness to the importance of "skin to skin" communication with newborns and to the new meaning of babyface. This approach took beard lovers out of their comfort zone and made them rethink old habits and old trains of thought. Although in order to truly inspire new behavior, we knew that we had to take our message one step further and find a real way to connect bearded dads with the way their babies feel while coming in contact with their face. We targeted dads across the country in a leading mens magazine in order to convey our message.