Gillette: Reveal Your Inner Steel

No one watches the Olympic Winter Games just for the sports. What the world tunes in to watch is what the games reveal in the athletes. A steel core of determination that makes them go further, push harder or be stronger for their own glory and the glory of their nation.

It’s that same steel that drives everything Gillette does and pushes us to find out how much better our best can be.

We created a new creative platform for all of Gillette’s sports sponsorship. Starting with the 2014 Sochi Winter Olympics and the 2014 FIFA World Cup we show how great athletes and fans need an Inner Steel to make it on the world stage.

Both campaigns continued to grow Gillette’s global market share to approximately 70% plus, the 2014 Sochi spot received over 5 million views on YouTube during the short Winter Olympic Campaign window.

 
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The FIFA Football World Cup continued the Inner Steel campaign with the message, ‘every hit makes you stronger’, just like every hit to Gillette’s steel makes it stronger. Opponents, critics and the competition will always try to take you down but it is up to you to show them what you are made of.
 
Furthermore, in the top markets we expanded on the Inner Steel theme to include a call out to the special edition razors that featured the competing country’s colours so it became – Made from Steel. Driven by my Colours. 
 
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Social Media capitalised on the brand ambassadors, team spirit, giveaways and shared Gillette’s #PlayerofSteel awards.

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Joe Hart Photography: Gillette UK

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PRAISE FROM THE CLIENTS:

Gillette Global Vice President, John Mang,“This is a new era for Gillette and Football.”

Gillette Brand Manager, Jared Regan, “Gillette is a brand with a long history in sport and knows that it takes #InnerSteel for sportsmen of all levels to perform at their best. Elite sportsmen show all the qualities we look to for ourselves and our brand: to be the very best you can be at what you choose to do; ultimate dedication and commitment to your team and your goals; and an unwavering desire to succeed and a will to.

Gillette’s new football campaign will not only recognize the inner steel required of our elite sportsmen to be at their best but that of all the fans around the world; the ones who, come rain or shine, in good times and bad, are out supporting their teams.”