This much discussed film saw the famous tagline for Gillette - "The Best a Man Can Get" - adapted to the current era, where the #MeToo movement has shifted the spotlight onto toxic masculinity and the behaviour of men. The aim was to ensure the brand remained relevant for younger generations of men amid increased competition.
The brand narrative was intentionally flipped to encouraging men to consider what it really means to be “the best". The video showed men and boys acting aggressively, and patronisingly towards women. It asked males to rethink their actions and become "the best men can be".
The film was released on Gillette's YouTube channel on 14 January. An exclusive was given to The Wall Street Journal, which called it “a risky move.”
Within hours, the foremost goal was achieved as Gillette found itself at the epicentre of the masculinity conversation globally.
As the brand had been counselled, Gillette did not defend the message or confront the criticism, allowing the conversation to unfold. More positive voices were marshalled by the PR effort and the initially overwhelmingly negative conversation was turned around.
The video was viewed 110m times across all digital platforms, and “We Believe” became the #1 US trending topic on Twitter. The campaign generated more than 10,000 earned media stories.
The brand has grown sales in its Global Grooming business every quarter since the film was released.
Judge's comment: "Oustanding. Brave campaign which really said something about the brand (and about men!)"
'Zippo: Fight Fire with Fire' for Zippo by DeVries Global
The firelighter brand created a collection of sustainably sourced wood emblem lighters with a powerful promise: "Buy one. Plant one." For every lighter sold, a tree was planted, in a move to support reforestation following recent wildfire devastation across the globe. Aided by the 'hero' video, focused on Madagascar, 90 per cent of content reached new consumers. It delivered sales of more than 23,000 lighters from July to December 2019 - over 13,000 more sales than previous PR campaign-driven collections.
'HSBC Navigator' for HSBC by HSBC
'Proving the value of Distance Learning in Latin America' for Instructure by Sherlock Communications
'The Macallan Conversations' for The Macallan by Citizen Relations
'Youth Ag Summit: Planting a Path towards Zero Hunger' for Bayer by Weber Shandwick