The number 1 men’s grooming brand, Gillette had been relentlessly focused on innovation. But this came at the expense of brand love. Gillette needed to prove that it stood for more than the best razors. What started as an observation of the decline of fathers teaching their sons to shave, evolved into a much more profound insight into the decline of teens seeking fatherly advice in general. For Father’s Day 2016, Gillette sought to rectify this by proving that while the internet may have the answers, it’s no match for advice from your own dad. Ultimately, we transformed technology criticized for distancing fathers and sons into a catalyst for bringing them back together and proved that when it comes to information and advice, dad is still “The Best A Man Can Get.”