Gillette - Mach3 Formula 1
To those familiar with Gillette's long association with sport, the brand's sponsorship of the McLaran F1 racing team in 2012 would have come as little surprise. In China, however, it needed to be spelt out more clearly. In a country of dry-shavers, wet-shaving is considered old-school and very inconvenient. This online game was created to demonstrate how fast, smooth and close around the corners the Mach 3 could shave. Players had to negotiate the straights and curves of the stubbled face in a timed challenge to win VIP tickets to the Shanghai F1 Grand Prix.
As well as creatiing the online game, we advised the client to instal 'Gillette Mach3 pitstops' at selected outlets, where you could exchange your old, worn-out razor for a brand new Mach 3. The idea could scale according to budget.
