Gillette created a reality show “Mission Possible” with slogan “Achieve the best you can!”. After an extensive casting, 4 young men from different cities were chosen. All of them wanted to become proficient in different professions such as producer, animator, traveler and florist. During 5 weeks under the direction of professionals G-men had to overcome lots of trials: parachute jumping, baby-sitting, lie detector, etc.

The www.gmenliveshow.ru site was created as the main platform, where audience could find all necessary information and news about the show, watch it online, read and comment participants blogs, take part in different activities and vote for winner.Also we broadcasted the show for 5 weeks on MTV channel and supported it by regular announcements. Campaign included as well advertorials in press, OOH support in casting cities (1M+), banners, special formats in Internet.In December, the winner of the first stage was announced, and he took the prize (1 mln rubles)!The 2d part of campaign started in February. The rest three G-men, upgraded, changed outwardly and inwardly, leaded by professional curators are trying to do the best in studying the professions they’ve chosen and fight for the final prize – 2 mln rubles.

This part of the project is getting mainly the online support.

MTV resultsTV version of the show "G-men: Mission Possible" on MTV for TA M15-25 TVR at 0.22 (index 87 vs. target) and high affinity with ind. 173 (ind.126 vs target) reaching 19,4 % (2 187M contacts) of TA (inline with target).Last episode of the show scored #3 out of all MTV shows the day of airing.G-men is being featured in News Block Weekly program (#4 rated) with brief coverage of major project news.Internet liveshow resultsover 1300 000 M site visitsover 1100 000 unique visitsover 3250 000 page viewsover 3500 000 video viewsover 2:34 min average time on siteover 132300 registered usersover 9000 comments on siteover 25000 votes for the best G-men on site