Gillette Feature

GILLETTE Proshield



The challenge

Because was asked to demo Gillette’s new top-tier razor in stores. An obvious problem though, is that sharp objects are vetoed for in-store demonstrations in Australia.

Aussie men also don’t really engage with the shaving category. They’re happy with their disposables, so grabbing their attention was going to be a considerable challenge.  

The idea 

Irritation is the number one complaint from male shavers. Gillette tackled this with the introduction of the Fusion ProShield, an innovative top-tier razor with lubricated blades.

We needed to demo the new razor to persuade men that irritation was now a thing of the past, but without actually ‘demoing’ the razor. Just a little challenge…

The solution

Hello virtual reality… We created a ground-breaking VR experience that showcased the ProShield product benefits - from a new angle. The smooth action of the lubricated blades became a virtual roller-coaster ride.

The experience took consumers on an exhilarating journey, dipping them past an uncomfortable shaver using a disposable razor, and climbing up to see a content shaver using the new ProShield.

A close-up of a male’s face showing the effect of the razor’s unique lubrication strips ended the thrilling ’ride’.

Making it extraordinary  

360° VR content is something completely new and different in this space. The unique approach to this brief enabled us to overcome in-store-demo limitations, and break consumers out of their aisle-shopping autopilot mode.

Because are experience makers, brand activators and content creators.
For almost 30 years, our pioneering campaigns have connected people with brands in extraordinary ways, changing beliefs and actions.