Newhouse Advertising Capstone
Gillette SkinGuard
Capstone Winner - Spring 2019
Insight: Most men are only able to recall the negative aspects of their routine shave.
Big Idea: SkinGuard provides an irritation-free shave to such an extent that you’re unable to recall your shave at all.
Execution: A digital campaign that targets Gen Z in an authentic, engaging way on platforms made for conversation.
More so than previous generations, Gen Z is more likely to watch sports highlights as opposed to sitting through the full broadcast.
In partnership with House of Highlights, a popular sports recap account, athletes’ embarrassing game-time moments are shown, tying in SkinGuard’s allure that it feels good to forget— particularly if you’re the featured athlete.
Additionally, sponsored carousel posts reveal the SkinGuard razor in conjunction with unfortunate blips that make it harder to get on with your day. (See below.)
Additional examples include spilling coffee, shattering your phone screen and getting a flat tire.
In conjunction with the recent rise of online Twitter brackets, Gillette joins the conversation with a series of polls to allow users to determine which nuisance they would most like to forget.
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On mobile and desktop sites frequented by Gen Z’ers, GIFs highlight SkinGuard’s effortless integration into their pleasantly forgettable routine.
Additional art and copy created in collaboration with Emma Bhayani.