When It Really, Really Matters
Agency: Saatchi & Saatchi
The Brief: Launch Gillette’s new male intimate trimmer and razor to the UK market.
What We Did: Avoiding the crass tone taken by our rivals, we created a witty campaign that acknowledges men’s worries about grooming “down there” and provides the reassurance that only Gillette can offer. The initial campaign was so successful it lead to a follow-up for the Olympics staring Tom Daley, comparing the jeopardy of a 10m dive in front of millions to shaving 2mm of intimate hair alone.
Results: Best selling razor in the category, with 5% of UK men now owning a Gillette Intimate razor or trimmer.
Director: Richard Hunter, Prodigious
Flash! Ah-ha!
Client: Flash
Agency: Saatchi & Saatchi
The Ask: Update the Flash brand identity to be capable of encompassing a whole variety of different products.
What We Did: Creatively directed the account, creating and overseeing the production of a series of TV spots, all proudly anchored in the Flash world, but successfully selling very different products.
Results: Flash is now one of the most-recalled P&G brands while Spray Wipe Done has become the best-selling P&G Spray within 2 months of launch, generating “phenomenal” levels of organic social media interest.
12 GIGS FOR 12 KIDS
Client: O2
Agency: Just So London
The Brief: Promote War Child’s vital work with children who’ve been affected by conflict while simultaneously building brand love for O2’s sponsorship of War Child BRITs Week, driving donations and selling out all 12 gigs.
What We Did: We asked each BRITs Week artist to dedicate their gig to a particular child, and they all agreed. We then brought each child’s story to life in an animated film, showing the horror they faced and how War Child helped them rebuild their lives. These were shared on O2’s YouTube and Instagram feeds using the hashtag #O2forWarChild and targeted at fans of the paired artist on Instagram Stories. The performers reposted the relevant content on their feeds, helping the campaign trend and some gigs sell out in minutes. Each child’s story was also played on the stage screens before their paired artist’s gig and was further communicated by posters, t-shirts, digital screens and the artist themselves, bridging the gap between the joyfulness of the occasion and the seriousness of the cause.
Results: Engagement doubled compared to 2018, donations rose by 15% and the link between O2 and War Child was made clear, with 105,000 people now seeing O2 as ‘a brand that does social good’.
GILLETTE LABS
EFFORTLESS FLOW
Client: Gillette
Agency: Saatchi & Saatchi
The Brief: Create a campaign for Gillette’s biggest-ever product launch.
What We Did: Created a disruptive TV and OOH campaign, reinventing the old Gilette art direction. The campaign used Raheem Sterling as a brand ambassador to show that getting ready in the morning can be effortless if you have the right tools.
Because the campaign was successful in the UK, Gillette brought it to Europe and remade it with German footballer Joshua Kimmich.
Results: Gillette’s most successful UK razor launch ever.
TAMPAX
CONFESSIONS
Agency: Saatchi & Saatchi
The Brief: Create a social campaign to help 18–24-year-olds girls make more informed decisions when it comes to tampon use.
What We Did: Partnered with TV celebrity Scarlett Moffatt and the England Lionesses to create a social campaign that tackles tampon anxieties head-on.
Results: Won a Campaign Media Award and and increased tampon consideration in our target group by 5%, trials by 30% and sales by 9%, with 70% of women saying they felt much more positive about Tampax after seeing our campaign.
Client: IKEA
Brief: Celebrate our first 25 years in the UK with an integrated campaign.
What We Did: We marked IKEA's birthday by reappropriating a number of iconic - but often overlooked - elements of the store for our press campaign. We also commissioned giant inflatable candles to transform the Warrington store into a massive ambient cake.
Results: Attendance at the Big Two Five in-store events greatly exceeded the targets set.
Agency: Mother
Clients: McDonald's/Nespresso
Brief: Make our social fans smile at particular moments throughout the year.
What We Did: We created a series of calendar-specific posts and Tweets, giving each client's brand a seasonal twist.
Client: Transport For London
Brief: Raise the profile of the humble London bus.
What We Did: We discovered that these much-maligned workhorses are actually packed with incredible technology. So we brought this to life with a series of press and radio adverts that drew comparisons with other, more glamorous forms of transport.
Results: The campaign was a great success with much improved recognition and approval of London's bus network.
Agency: M&C Saatchi
Illustrator: Martin Nicolausson (MP-Arts)
