Ryan Hughes: Strategy & Creative Development
With the launch of the newest ProGlide razor, Gillette really wanted to reach out to a younger audience and create a shareable experience. So we teamed up Dude Perfect, a group of YouTube influencers who we knew resonated with our audience, and has over 3 million subscribers.
We took over Gillette Stadium in Foxboro, MA for two days and filmed some of the biggest, craziest tricks shots imaginable. By utilizing the stadium’s large displays, and product and retailer related targets, we were able to create shareable branded content that remains authentic to the v character and audience.