Tell a different narrative. So, for the first time in the category, we told a true story.

A story about a real man, with a real family parting with his trademark beard.

A story that could never be scripted.

Working off the personal experience of one of our agency's copywriters, we decided to document the process of Mook – a 44 year old man and proud beard owner for the last 14 years – shaving off his beard for the very first time.

A trademark accessory his wife and kids had never seen him without. One even some of his closest relatives, including his parents and twin sister, couldn't remember seeing him without.

Their priceless reactions were captured on camera as was Mook's re-acquaintance with little things like the ability to feel a gentle breeze and the sunshine on his face, to kiss without tickling, to look younger.

The film was released on Super-Pharm's own media channels and an English speaking version was released to the web.

•Hours after its release, our doco-ad began trending worldwide

•Coverage by:GQ, People Magazine, Allure, Huffington Post, Buzzfeed , Fox, Yahoo and more

•4,500000 views within the first week and over 8.000.000 organic views to date

•8000 likes and 4510 shares – including by Ashton Kutcher and Guy Kawasaki

•The film topped the viral charts:

Unruly "Ad of the Day" 28.07.2015

#4 - Fast Company Co-Create "Top 5 Ads of the Week" – 30.07.2015

#5 - Adforum "Top 5 Ads of the Week" - 31.07.2015

#8 - Advertising Age "Viral Video Chart" – 04.08.2015

•It sparked real conversations: "People often ask me about the difference between advertising and branded content. Here you go" and "Beautiful ad/content. Much better than the Federer, Tiger Woods 'power' ads" and "It starts now: counter beard culture advertising"

•M6 razorblades sales became the bestselling razorblade

•Sales skyrocketed by 170%

•Market share grew by 22%