THE BEARD'S DERBY: BOMBER VS KING

TitleTHE BEARD'S DERBY: BOMBER VS KING
BrandGILLETTE
Product/ServiceGILLETTE PRODUCTS
Category A05. Live Broadcast / Live Streaming
Entrant WUNDERMAN THOMPSON Milan, ITALY
Idea Creation WUNDERMAN THOMPSON Milan, ITALY
Credits
Name Company Position
Lorenzo Crespi Wunderman Thompson Italy Chief Creative Officer
Massimiliano Traschitti Wunderman Thompson Italy Creative Director
Antonio Codina Wunderman Thompson Italy Creative Director
Ignacio Ruarte VMLY&R Italy Art Director
Alessandro Cirillo VMLY&R Italy Senior Art Director
Massimo Muto VMLY&R Italy Senior Copywriter

Why is this work relevant for Entertainment?

For the first time in Italy, we built a live TV show: a match in prime time where two teams made by very famous ex-football players played divided from beard in order to rise the campaign awareness.

Background

In order to expand his target, Gillette decided to communicate to all Italian men, not only the clean shaved but, for the first time, also the bearded ones. That’s why they introduced the new brand KCGillette: a complete line of products for the beard care. Then we created 2 naming to define the categories: Bombers, for clean shaved men, leaded by the Gillette ambassador and ex-football striker Vieri; and Kings, for bearded people, leaded by the world champion De Rossi. We pitted them against each other: we started the “fight” from the IG profiles of our talents, making them tease each others around a fundamental question: “who is cooler, the man with beard or the man clean shaved?” Many other famous football players joined them spontaneously and started to play with our campaign. That has generated a “controversy” on social media where people with beards and clean shaved ones started

Describe the creative idea

During the high pitch of the campaign, taking advantage from this trend on social media, we created an amazing event: for the first time in Italy, we built a live TV show, where two teams made by very famous ex-football players played divided from beard. In other words, we transformed an advertising idea in a branded content watched in prime time on a national coverage channel.

Describe the strategy

We started a “fight” from the IG profiles of our talents, making them tease each others around a fundamental question: “who is cooler, the man with beard or the man clean shaved?” Many other famous football players joined them spontaneously and started to play with our campaign. That has generated a “controversy” on social media where people with beards and clean shaved ones started to tease each others, like our talents, bringing to life the communication idea: bearded men and shaved men represent two opposite worlds, two ways of thinking, two ways of being cool.

Describe the execution

We built a live TV show, where two teams made by very famous ex-football players played divided from beard. In other words, we transform an advertising idea in a branded content watched in prime time on a national coverage channel.

Describe the outcome

314 million impressions 1.3 million people connected during the stream event unique reach: 4.4 million Share: +170% thousands of user generated content for both brands #bombervsking, 1st biggest trend on Italy during the night