Around this same time, Gillette was launching their version of a body-grooming razor, and so it was imperative that the work was breakthrough and grabbed the attention of the men TAOS was trying to reach. The objective was to get these men to consider The Art of Shaving for all their body-grooming needs.

The campaign’s aim was to creatively wrap up our products as gifts, literally. Satin red ribbons were seamlessly wrapped around the products in a festive way – elevating the brand and making them a must-have for the holidays. The headlines, both charming and witty, found engaging ways to connect emotionally with consumers. Given the immersive nature of the media buy (both transit and mall), we made sure each venue featured multiple executions, enabling further discovery with every new ad.

Not only was the client thrilled with the outcome of final work, but the campaign was also proven successful at increasing brand awareness, interest, and purchase intent among potential gifters across four test markets: San Francisco, New York City, Dallas and Los Angeles. After the campaign commenced, brand awareness was at an all-time high, paving the way for success in 2014.