Faced with an increasingly competitive marketplace, we set out to show that Gillette wasn't a faceless, blade-making monolith, but instead a group of passionate, dedicated craftsmen, relentlessly cranking away in the heart of South Boston.
Ultimately becoming a multi-year campaign, “Faces Behind the Blades” evolved into a fully integrated campaign and brand approach, with the men and women of Gillette appearing everywhere from targeted social posts to nationally airing TVC.