Gillette “Can You Shave a Bear” Integrated

Gillette needed a big, splashy way to launch the new Flexball razor in a key market with one of its biggest customers.

Put the razor to the ultimate test by asking the hypothetical question, “Can you Shave a Bear?” The Bear in question was Chicago Bear legend and Walter Payton Man of the Year Peanut Tillman.

My partner and I led concepting for dual :30 video spots, experiential event, integrated in-store and interruptive out of home tactics. We also helped to coordinate a $50,000 donation to the Cornerstone Foundation, Tillman’s charity of choice.