The Gattuso’s project was created in order to generate broad involvement and expectation on the official date of the new razor Gillette Fusion launch in Italy through an endorser.Gennaro Gattuso, one of the most famous and appreciated Italian soccer players, refused to shave until he got the new Gillette Fusion razor. We used a testimonial not to launch a product but to launch a movement and create empathy. In fact, everybody could join his cause and follow him on the web site: www.inritirocongattuso.it .

Viral videos sent by direct e-mails, posted on the website, Youtube, etc.Teaser: Gattuso announces his retirement. He’s he quitting the world of soccer?Press conference: Gattuso reveals he is not going to shave until he gets the new razor. He invites everyone to join his cause.Supporters: All men in Gattuso’s hometown village refuse to shave.The event with PR: on the nationwide Gillette Fusion launch day, Gattuso receives the product on a stage and finally shaves his beard. Website, DEM, Banners, Free Postcards and Radio allow and remind all curious people to follow the mediatic event. DM: Free Special Kits for all supporters.