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
|
Credits
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.