Choose Your Game Face
The Choose Your Game Face campaign inspired Raptors fans to choose a side in the age-old rivalry between beards and clean shaven, and in doing so, be the best that they can be. At a time when the pandemic and lockdowns forced us indoors and out of public life, Gillette noticed men were not as motivated to maintain their beards or clean-shave everyday. Through our partnership, we called on Raptors fans to pick a side and choose their game face: clean-shaven (Team Smooth) and beards (Team Styled). Led by Raptors players Fred VanVleet and OG Anunoby, The Choose Your Game Face campaign was launched in-season across multiple fan touchpoints including broadcast (national 15s), social, in-arena signage, influencers, at-shelf/retail and social promo/fan engagement content, resulting in Gillette Canada’s most successful campaign, ever.
THE PROBLEM
In 2022, because of lockdowns, Gillette noticed men weren’t shaving or taking care of their beards as much as they used to.
THE ASK
Help launch 2 distinct product lines, GilletteLabs and King C. Gillette (first of its kind campaign for Gillette North America) and energize, motivate and inspire men to be their best again.
CREATIVE INSIGHT
Just as our players have distinct playing styles on the court, they also have varying grooming preferences off the court.
THE IDEA
Choose Your Game Face. Two sides, in the classic rivalry between beards and clean shaven, led by Raptors icons to inspire men to choose their game face. While rivalry was the focus, we needed to ensure the elements felt inclusive and Canadian men could see themselves on either side – it’s not about victory, it’s about being the best man you can be every day.
The
Results
THE Results
This is the power
of partnerships
