Gillette portrays masculinity in a stereotyped way and their communication never changes, the same type of people are shown in their campaigns.
We want to reach out to those who don't identify themselves with or relate to the stereotypical man that's shown in advertising today. Their slogan "the best a man can get" can talk to more people than it's doing today.
The best a human can get.
Through this campaign we reveal real thoughts and statements that aren’t usually heard through the lick layer of assumptions and expectations of stereotyping people.
Before the campaign hit the streets we will have this photo exhibition where people can explore the experience of diversity and humanity through the eye of a camera. And also a campaign site where people can upload a photo of themselves with their own statements to be featured on the site.