Gillette: world’s smallest ad

ROLES: CREATIVE CONCEPT, ART DIRECTION, CAMPAIGN OVERSIGHT, GUINNESS AWARD RECORDS PITCH AND MANAGEMENT.

CHANNELS: PRINT, DIGITAL, OUTDOOR.

Gillette is renowned for having precisely thin blades, the world’s thinnest in fact, that result in the closest shave. To prove this we used nanotechnology to write an ad campaign on a single piece of stubble from a fresh shave.

So how did people see these World’s Smallest ads? We used the scientific photography from the nano-scope to produce posters, print ads, YouTube videos and small scale ambient ads that highlight Gillette’s use of cutting edge technology.

Results:

  • This unique concept landed us a Guinness World Record for the world’s smallest ad.

  • Significantly contributed to the Fusion range continuing to grow its global share for 31 consecutive quarters.

  • Significantly contributed to Gillette reaching $1 billion in sales faster than any other P&G brand in history.