CLIENT
Gillette
Darlene Remlinger, Account Director
Kate Beaman, Account Executive
James Ansley, Executive Creative Director
Patrick Scissons, Chief Creative Officer
Graeme Campbell, Copywriter
Logan Gabel, Art Director
Ian Westworth, SVP, Head of Planning & Effectiveness
Sam Benson, Producer
Joel Arbez, Executive Creative Director,
proctor & Gamble
Darlene Remlinger, Account Director
Kate Beaman, Account Executive
James Ansley, Executive Creative Director
Patrick Scissons, Chief Creative Officer
Graeme Campbell, Copywriter
Logan Gabel, Art Director
Ian Westworth, SVP, Head of Planning & Effectiveness
Sam Benson, Producer
Joel Arbez, Executive Creative Director,
AGENCY
Darlene Remlinger, Account Director
Kate Beaman, Account Executive
James Ansley, Executive Creative Director
Patrick Scissons, Chief Creative Officer
Graeme Campbell, Copywriter
Logan Gabel, Art Director
Ian Westworth, SVP, Head of Planning & Effectiveness
Sam Benson, Producer
Joel Arbez, Executive Creative Director,
porter novelli
Skin and Bones
Rooster Post
Fort York
SUMMARY
Gillette’s ‘The Best a Man Can Get’ is grounded in traditional stories about what it means to be a man, but the brand had become dated and needed a brave new approach. In 2019, Gillette tapped into a culture and the changing narrative about what it means to be a man today. ‘First Shave’ is a story celebrating a transgender man’s first shave, marking his transition into manhood. The campaign earned 6.8 billion media impressions, a 99% positive/neutral sentiment score, proving that a brand can be a force for good.
