Always keeping track of social trends, Gillette was the first brand to participate in immersive cinema, the new fashion in entertainment taking over Europe.

The selected movie for the debut, “The Intouchables”, seemed custom- made for the brand: set in Chicago in the 30s, at a time when Gillette already existed and being clean-shaven was a sign of distinction.

H+K Spain identified the opportunity and designed a strategy based on the brand’s full integration in the staging. Far from a conventional sponsorship, we actively participated in the content before, during and after the event to include the pro shaving messages as a natural part of the immersion.

Our activation started weeks before the event with articles published in the  “Chicago Post” (a newspaper especially created for the occasion sent to the 800 attendees) announcing the decline of beards and illustrated with vintage advertisement. Recommendations on the dress code (“the beard is out of style”) to fit in on the day of the event set the viewer in situation.

In the immersion, we set up a old time barbershop with a professional barber who, on top of being in one of the scenes, invited participants to shave on site, consolidating the message that beards are over.

H+K achieved multiple media impact, with mention of Gillette’s enactment, and results of the activation were reflected in a ROI of 500%.

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