The idea was to challenge the traditional 24 hours protection communication of the deodorant category by putting it to the ultimate torture test. We sought the best way to prove that Gillette revolutionary pro-active technology to be the most effective anti-perspirant solution in the market. Our challenge was to create an event where the consumer can try Gillette deodorant in the most demanding situation and accept the brand’s messages when and where they are more receptive.

On the consumer side, results were unprecedented: 3 out of 4 participants had stated that Gillette's deodorants are better than all other deodorants.

As for the client, by utilizing this claim for various executions, Gillette stick deodorant sales increased by 212%, solid shares have grown by 393% and spray shares have grown by 324%.