Gillette: Fur Fur Away Towels

Creative Execution: In summer, we spread the towels in parks, next to lakes, rivers, at outdoor swimming pools and on green areas, all around Germany. As soon as the towels were placed on grass, the grass stalks sprout out of the holes. It aroused people’s attention, and prompted them to shave.

Insights, Strategy and the Idea: Only 12% of women like men with body hair and 71,6 % of men prefer a shaved bikini zone. Gillette wanted to bring the topic of body shaving to the attention of men and women – just before summer as the topic of hair-removal is most relevant during that time. With the start of the outdoor swimming season, our target audience gather in parks, next to lakes, rivers, at outdoor swimming pools and on green areas in the city. The idea is the world’s first bath towel with holes in areas where you would usually find body hair.

Results and Effectiveness: Thousands of bath towels were stolen at the start of the summer season.

Advertising Agency: BBDO Proximity, Germany
Chief Creative Officers: Christian Mommertz, Sebastian Hardieck, Wolfgang Schneider
Creative Director: Olaf Reys
Art Directors: Mira Scholz, Philipp Alings
Copywriters: Sebastian Steinhoff, Isabel Campagna
Junior Art Director: Philipp Alings
Junior Copywriter: Isabel Campagna
Account Director: Alexander ten Hompel
Junior Account Executive: Eva Backe

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