To combine Gillette’s “The Best a Man Can Get” tagline with the release of Warner Bros.’ “Man of Steel” movie, we asked the audience “How Does the Man of Steel Shave?” Answers came from celebrity Superman enthusiasts we enlisted to share their stories through fun video vignettes at the program’s digital hub. We then invited the masses to debate, debunk and submit their own theories.
We drove brand awareness across social media, print ads, billboards, FSIs, in-store displays and other avenues. The discussion was, well…super…among fans, news outlets and mainstream audiences leading up to and surrounding the movie’s premiere in theaters nationwide.
We may not have settled on one singular answer to our question, but the theories were entertaining. The campaign received more than three million views on YouTube, more than 600 million impressions on social media, and a campaign awareness rating of more than 20% as it expanded to nine global territories.
I also did this fun poster design that did not get approved, but I quite enjoyed how it came out!