MMK+ leveraged Gillette’s position as the world’s foremost grooming brand, and its new socially conscious We Believe campaign, to show its support for modern masculinity in all its forms. Men who don’t conform to traditional definitions of manhood rarely see themselves in the media landscape and transgender men, who often overcome overwhelming hardships throughout their transition journey, are particularly infrequently represented.
The First Shave campaign highlighted a key insight — whenever, wherever, however it happens, your first shave is special — by featuring an ad showing Samson Brown, a trans man and prominent Canadian trans advocate, experiencing his First Shave under the caring guidance of his father.
The campaign debuted at the 2019 Inside Out LGBT Film Festival in Toronto for a VIP audience of key opinion leaders and media in the LGBTQ space, with Samson on-site to speak. Soon thereafter, the PR team began outreach to select LGBTQ media, and publications that actively and positively contributed to the public discourse around We Believe.
In total, more than 1,500 articles covered the program, resulting in more than 6.8 billion impressions, 85,000 social media posts, and an audit evaluated the tone of coverage to be 99% positive/neutral, reaffirming the brand’s belief that the subject matter would resonate with both media and consumers. Notable public figures also voiced their support, including Ellen DeGeneres, Wanda Sykes and Laverne Cox.
As part of the larger We Believe activation, MMK+ successfully built on the conversations it helped ignite months earlier and reaffirmed Gillette’s commitment to change.
Judge's comment: "A brave topic that was well navigated through authentic stories that drove excellent results. Bold campaign for a brand like Gillette and very well executed, with the integration of events, PR stunts, press and social media.”
'#ThisIsParenthood' for Reprise for Water Wipes by Golin/Brooklyn Brothers
The baby-care category projects images of perfect parenting that cause parents to feel they’re failing. #ThisIsParenthood flipped the category on its head by celebrating the perfectly imperfect world of parenthood, tackling taboos and dispelling myths. The campaign earned over 6.5 million views, delivering commercial success and directly increasing sales.
'Project #ShowUs' for Dove by Golin
'The Glenlivet Capsule Collection' for The Glenlivet by Pangolin
'Tudder: Tinder for Cows' for Hectare Agritech by Octopus Group
'HUAWEI's Unfinished Symphony' for Huawei by Red Consultancy