Gillette is well known for breakthrough technology. But, when they joined the Marvel Cinematic Universe, we wondered what a billionaire tech genius might do.
This wasn’t just a campaign. It was a totally unique brand moment.
Partnering with Avengers: Age of Ultron, we staged a full Stark Industries takeover of Gillette HQ–and created Avengers-inspired razors fans went wild for (even if they weren’t real).
Gillette lets Iron Man take a crack at R&D.
Gillette’s hero moment
We staged a real world takeover event at Gillette HQ, launched an insanely viral "Innovation Film," and delivered a global campaign that still ranks as one of Gillette's most beloved:
Cannes Lion Shortlist Entertainment + Promo & Activations
One Show Finalist, Brand Transformation
Adweek Top Brand Moment Of The Year
Effies Finalist, North America
Watch Avengers-Level Tech Come To Gillette.
Scenes from the Stark Industries takeover at Gillette HQ in Boston—complete with a cameo from the late, great Stan Lee.
We brought our Avengers tie-in to life at retail–with activations in over 40 countries across the globe.
We brought Avengers Technology to life through a 360° consumer campaign. View spot TV creative and a 2-minute recap of the overall effort.