Procter & Gamble

John Mang, Brand Franchise Leader
Francesco Tortora, Brand Director
Zeno Adami, Brand Manager

Grey New York *Lead Agency

Leo Savage, Executive Creative Director
Jeff Stamp, Executive Creative Director
Asan Aslam, Senior Creative Director
Noah Will, Senior Creative Director
Brian Weston, EVP Global Account Director

Townhouse

Bennett McCarroll, President
Katy Hill, VP Producer

Ketchum

Caviar Content

Cut & Run

The 'Perfect Isn't Pretty' campaign aimed to reframe the public's negative perception of how Gillette narrowly defines masculine perfection. The work brought to life the authentic, intimate struggles of four Olympic athletes through a gritty, beautiful depiction. For this reframing to be successful, we needed to share this evolution of masculinity with men across the nation. With this, we were able to reclaim brand affinity & boost likeability with the most, viewed, liked and shared piece of content.