First we asked: how do you change guys’ thinking about changing their blades? The answer was simple.

In fact, Gillette’s Blade Change Challenge started in a bathroom. Someone realiSed how much fun it was to eject their dull Gillette blade into the garbage can from a distance, and an idea broke through. From there we set forth with a talented 3D and gaming team to tap into guys’ addiction to fun and to Facebook with a challenging first-person shooter game.

With no media support, more than 10,000 guys are active monthly users. They’re downloading the app, returning often, and challenging others.Changing blades in record time? Definitely something guys will try at home.