NEW Skinguard sensitive skin razor UK campaign launch
advertising ▶︎ ooh+dooh • pitch win • print • typography • campaign
We pitched for the Gillette UK account in 2019, and won. The team’s first 360campaign was to launch the new Skinguard Sensitive razor living across integrated channels in TVC, OOH/DOOH train station takeovers and social channels.
CAMPAIGN VISUAL IDENITY
Our integrated pitch winning line “PRESSURE OFF” inspired the design development of a bespoke pixel style typographic system we cut from the brand Fturua STD typeface. The idea was to visually communicate pressure release through a dynamic reveal transition in motion. To help I also created guidelines on how to present the “pressure pixels” in various communication channels.
CAMPAIGN VISUAL GUIDELINES
ANIMATION BEHAVIOUR
The running challenge of the project was the task of creating synergy between the still and moving typography in order to communicate the release of pressure, So I created a constant type form that would lend itself to subtle pixel particle animation along with working as a standalone piece of print communication.
key campaign typography
TV LAUNCH & UK RAILWAY OOH/DOOH TAKEOVER
As part of the ambient campaign launch, key media placement was seen across London Waterloo, Manchester Piccadilly and Liverpool Street stations over digital screens, platform pendant banners and huge 48 sheet billboards. All this coincided with the TV launch that featured the end frame I designed.
TVC END FRAME
TVC CREDITs: SAM ABRAHAMS (DIRECTOR) / charlie Martin (Ecd) / EMILY & ALEX (CREATIVES)
ROLE: DESIGN & MOTION LEAD
AGENCY: SAATCHI & SAATCHI (PG ONE)
BRAND: GILLETTE (P&G)
TEAM CREDITS: ANA RICO+SUZIE FOSTER (DESIGN)/ CALUM LANGLEY+ANDY MCDONALD(AD+COPY)// CLAUDIO+STEVE (UEFA PITCH-SENIOR CREATIVES) CHARLIE MARTIN (ECD)/ SARAH BURNS(PM)
DURATION: 2-3 MONTHS
UEFA champions league
Pitch win
PITCH WIN ▶︎ ADVERTISING • UEFA CHAMPIONS LEAGUE • FMCG • CREATIVE
As PG ONE we pitched to acquire the Gillette Europe account in 2018. This is concept creative that won us the client. The pitch brief focused around capturing our creative positioning for a new product launch (Sensitive Skinguard) and the other work was on above the line campaign activation for Gillette’s ongoing sponsorship of the UEFA Champions League.
