The Isobar team developed a campaign aimed at educating current users and potential users in the market, where Kenyans would come together to break the world record for the most people shaving in a single venue.
The campaign dubbed, “Nyoa Ki-Pro na Gillette” tapped into the Kenyans’ competitive spirit and brought together 2,400 Kenyans. They gathered at the Kenyatta University, to get their names in the Guinness Book of World Records and make history. In less than 10 minutes history was made, breaking the previous Mexican record.The event was held not only to break the world record, but to educate the public on safer and efficient ways of shaving. According to Gillette, only 20% of Kenyans shave themselves and 60% of men in Kenya fear that if they shave themselves, they will develop bumps or razor nicks when shaving. However Gillette says that 70% of the nicks and bumps are caused by shaving incorrectly.
Yash Deb, Managing Director for Isobar Kenya said, "We tried to look at creativity beyond advertising. We wanted to own the conversation and not just the creative. We did this by being bold and generous with our idea, allowing consumers to finish it in their own way.”