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We Believe: The Best Men Can Be

basics
Industry: House, Garden & Pets
Media:TV & Cinema
Style: Minimalism
descriptioncnen
The Interpretation of the Challenge (30% of vote )

Gen Z and younger Millennials represent the future of grooming consumers and the biggest long-term business opportunity for Gillette. Yet according to brand equity data, Gillette was losing relevance in their lives. We were not penetrating younger audiences, while newer shaving brands were investing heavily to appeal to Millennials and Gen Z. They were inserting themselves into the cultural zeitgeist on topics of masculinity while Gillette, as the category leader, remained fixated on functional superiority. With over 2/3 of Millennials and Gen Z expressing a preference for brands that had a point of view on an issue and stood for something, and 72% willing to pay extra for products and services from companies dedicated to social change, it became clear Gillette needed to stand for something more meaningful.

The Insight / Breakthrough Thinking (30% of vote )

If you turned on news in 2018, it was hard to argue that men were at their best. Allegations of sexual harassment and assault were flooding in against some of America’s most influential male celebrities and politicians, and the rise of bullying among young boys had reached epidemic proportions. While women had brought attention to the issue with the #MeToo movement, men had remained noticeably silent and it was something they just weren’t willing to confront. When we spoke to men around the country we realized that many felt a sense of vindication and apathy. They weren’t the Harvey Weinsteins of the world, so they felt it wasn’t their problem. But chances are they had seen or knew of bad behavior occurring around them, and chose to turn a blind eye to it, chalking it up to “boys will be boys” or “locker room talk”. There was a huge opportunity for men to create change, to hold each other accountable and set a new standard for how a man acts. As a leading male grooming brand, we felt we had an obligation to take a stand, even if it meant upsetting some of our core consumers in the process.

The Creative Idea (20% of vote )

We not only wanted men to confront the issue, but we wanted to help shine the way forward, instilling a sense of empowerment for each man to take positive action, while setting the tone for a new chapter; one of optimism and aspiration that’s inherent in our tagline. We wanted men to feel that they were better than this, even if they weren’t directly implicated, and that 2019 was a chance to hit the reset button. So on the 30th anniversary of our iconic tagline, The Best A Man Can Get, we wanted to give it new meaning, one that would provoke a much needed conversation among men and force the issue to the surface, not just for themselves, but for the next generation. And because talk is not enough in today’s world, we committed to celebrating men of action (#thebestmencanbe) and pledged to support men at their best (thebestmencanbe.org).

The Outcome / Results (20% of vote)

‘We Believe’ transcended the world of advertising, sparking a taboo conversation on the role of men with toxic masculinity. It became the #1 trending topic on Twitter, generating over 110 million views and 15 billion media impressions with only 5 hours of paid media. The video garnered an unprecedented level of engagement, getting the most likes (and dislikes) of any ad (excluding movie trailers) in YouTube history, with 775k+ likes. Gillette became the 3rd most Googled search term in the US. Overnight we were catapulted from a brand no one seemed to pay attention to, to the #7 most meaningful brands of 2019. 77% of millennials and Gen Z responded positively to the spot, 65% of viewers indicated that it made them more likely to purchase Gillette products, helping Gillette stay relevant against the current competitive DTC brands by doubling its DTC business.

Cultural/Context Information for the Jury (150 words)

In 2018, when we turned on the news, it was hard to argue that men were at their best. Allegations of sexual harassment and assault were flooding in against some of America’s most prominent and influential male celebrities and politicians. When we spoke to men around the country, we realized that many felt a sense of vindication and apathy. They weren’t the Harvey Weinsteins of the world, so it wasn’t their problem. But chances are they had seen or knew of bad behavior occurring around them and chose to turn a blind eye to it, chalking it up to “boys will be boys”, or writing it off as “locker room talk”. It became clear that while women had brought attention to the issue with the #MeToo movement, it was ultimately on men to create change, to hold each other accountable and set a new standard for how a man acts.
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awards
Cannes Lions International Festival of Creativity 2019
Shortlist Creative Strategy
Brave Brands
Cannes Lions International Festival of Creativity 2019
Shortlist Creative Strategy
Brand Strategy
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