the challenge

To create a print campaign for Gillette precision razors.

the objective

Show how Gillette’s precision helps men avoid unwanted changes, offering confidence down to the last hairbreadth.

the insight

Men feel embarrassed when a small slip of their razor leaves them with a big, unwanted change in their appearance.

the concept

"The Good, The Bad, and the Not You" contrasts iconic beard styles with grooming mishaps, highlighting how Gillette provides the control needed for intentional beard styling.