Gillette – The Father & Son Game

P&G – The Father & Son Game Information Campaign: The Father & Son GameClient: P&GBrand: GilletteSubmitted by: Mediacom & Leo Burnett România/Publicis OneContributing Agency: Dăescu Borțun Olteanu Background/Objectives Strategy Results Background/objectives: Get Romanian men who shave with disposable razors to upgrade to the more expensive Gillette MACH3 system, while continuing to recruit new comers in the category. Strategy: With football in the brand DNA & also in Romanian men’s hearts, Gillette designed its own distinctive football moment, different from what any other brand was doing on the football territory. By providing the frame for a Father & Son real competition, Gillette placed football at the core of their unique relationship, closing the generation gap. Results: All results exceeded campaign objectives. INTERNET Facebook cover photo Website YouTube Pre-roll TV Sports News 1 Sports News 2 Sports News 3 POINT – OF – PURCHASE In-store Activation Photos Album Poster 1 Poster 2 back to winners