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Case Study: Gillette 'Be A Winner' Campaign- Proctor & Gamble

Synopsis

To bring alive the positioning of the Red Gillette Winner Razor – Be a winner, challenge the world – through an interactive and viral campaign targeted at young men.
Strategy
What attracts people about ‘winning’ is the fame, the admiration and the life of a winner. Who doesn’t want to see their face on a billboard or on the cover of a magazine? Gillette promises to give every man the confidence to ‘be a winner’ and through the campaign aims to provide a ‘preview’ of the winner life.