Gillette: Reveal your inner steel FIFA
ROLES: CREATIVE CONCEPT, ART DIRECTION, CAMPAIGN OVERSIGHT, MULTI-CHANNEL AND MULTI-AGENCY ALIGNMENT.
CHANNELS: TV, DIGITAL, SOCIAL, IN-STORE DISPLAYS, PRINT COLLATERAL, PHOTOGRAPHY, PR.
The FIFA Football World Cup continued the Inner Steel campaign with the message, ‘every hit makes you stronger’, just like every hit to Gillette’s steel makes it stronger. Opponents, critics and the competition will always try to take you down but it is up to you to show them what you are made of.
Furthermore, in the top markets we expanded on the Inner Steel theme to include a call out to the special edition razors that featured the competing country’s colours so it became – Made from Steel. Driven by my Colours.
Different 30s versions were created for each sponsored player to run in different countries - making this a global campaign.
Social Media capitalised on the brand ambassadors, team spirit, giveaways and shared Gillette’s #PlayerofSteel awards.
Praise from the clients:
“This is a new era for Gillette and Football.”
- Gillette Global Vice President, John Mang.
“Gillette is a brand with a long history in sport and knows that it takes #InnerSteel for sportsmen of all levels to perform at their best. Elite sportsmen show all the qualities we look to for ourselves and our brand: to be the very best you can be at what you choose to do; ultimate dedication and commitment to your team and your goals; and an unwavering desire to succeed and a will to.
Gillette’s new football campaign will not only recognize the inner steel required of our elite sportsmen to be at their best but that of all the fans around the world; the ones who, come rain or shine, in good times and bad, are out supporting their teams.”
- Gillette Brand Manager, Jared Regan.
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