In a campaign by Ogilvy & Mather called 'Gillette City Trim,' a giant shaving razor was used to trim overgrown parks in Tegucigalpa, Honduras. Promoting the 'Gillette Fusion ProGlide,' a man-sized razor equipped with grass cutting capabilities was used to clean and maintain public spaces in Honduras.
Using the giant razor, seven parks were cleared of overgrowth. Two footpaths were also cleared by Gillette. In the process of Gillette's generous public service, over 3,000 people saw the themed lawnmower being used.
The campaign also had accompanying promotion material used with the razor to augment the lawnmower's effectiveness at raising brand awareness. Flyers for the 'ProGlide' were handed out to passing pedestrians as well to increase awareness for the razors. Large billboards were also positioned near the location of the maintenance work.
Stats for Man-Sized Razor Campaigns
Trending: Older & Mild
Research: 406 clicks in 156 w
Interest: > 3 minutes
Concept: Gillette City Trim
Related: 91 examples / 70 photos
Segment: Males, 18-55
Comparison Set: 33 similar articles, including: $100,000 razors, lip-carpeted characters , and razor-sharp rides.
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