Gillette is a globally well-known male grooming brand. Men everywhere trust Gillette when it comes to getting that perfect shave. The brand’s objective was to get young men who have facial hair to shave once again, to show off their faces. We were asked to develop a fun, different idea to get younger males to shave their facial hair and to show off their faces; to make them realize that their clean-shaven faces have much more to say.

Once we came up with the strategy “Your face has a lot to say. Don’t hide it,” the challenge was to communicate the idea in a fun way that our target could relate to. So we decided to create a storybook called The Man with a Million Emotions starring a funny, bearded cartoon character whose life is full of amazing situations that are lost in his beard. The key objective was to prove to our target that when you have a beard you lose facial expressivity.

We placed the book in hair salons and barbershops, as well as in Art of Shaving stores to capture our target’s attention. By doing so, we would get guys to consider a clean shave while they were shopping or waiting their turn.

After coming across our book, thousands of men all over the country were inspired to shave their beards off and show off their faces.

It has been so successful in hair salons, barbershops and Art of Shaving stores that it is going into its second printing.