In order to expand his target, Gillette decided to communicate to all Italian men, not only the clean shaved but, for the first time, also the bearded ones.

That’s why they introduced the new brand KCGillette: a complete line of products for the beard care.

Then we created 2 naming to define the categories: Bombers, for clean shaved men, leaded by the Gillette ambassador and ex-football striker Vieri; and Kings, for bearded people, leaded by the world champion De Rossi.

We pitted them against each other: we started the “fight” from the IG profiles of our talents, making them tease each others around a fundamental question: “who is cooler, the man with beard or the man clean shaved?”

Many other famous football players joined them spontaneously and started to play with our campaign.

That has generated a “controversy” on social media where people with beards and clean shaved ones started

During the high pitch of the campaign, taking advantage from this trend on social media, we created an amazing event: for the first time in Italy, we built a live TV show, where two teams made by very famous ex-football players played divided from beard.

In other words, we transformed an advertising idea in a branded content watched in prime time on a national coverage channel.

We started a “fight” from the IG profiles of our talents, making them tease each others around a fundamental question: “who is cooler, the man with beard or the man clean shaved?” Many other famous football players joined them spontaneously and started to play with our campaign.

That has generated a “controversy” on social media where people with beards and clean shaved ones started to tease each others, like our talents, bringing to life the communication idea: bearded men and shaved men represent two opposite worlds, two ways of thinking, two ways of being cool.

We built a live TV show, where two teams made by very famous ex-football players played divided from beard.

In other words, we transform an advertising idea in a branded content watched in prime time on a national coverage channel.

314 million impressions

1.3 million people connected during the stream

event unique reach: 4.4 million

Share: +170%

thousands of user generated content for both brands

#bombervsking, 1st biggest trend on Italy during the night