The Unshaved Truth

Philips

We created a campaign that shunned gender stereotypes in order to demonstrate that Philips OneBlade razors are inclusive of all Scandinavian consumers.

Challenge

Emotional Intelligence

Typically 'male' stereotype are no longer resonating with young men in Scandinavia and Philips needed to demonstrate both empathy and relevance to this core target in order to build brand loyalty for Philips One, it's facial razor product.

Solution

Helping Scandinavian men express themselves

We chose to go against grooming industry norms and develop an advertising concept that reflects and questions grooming standards and outdated perceptions of masculinity in society. Our two-minute film explored masculinity through the lens of two young men discussing vulnerability, not being able to grow a beard, and what they feel it means to be a man.
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