Gillette, Phillips' major competitor in the male grooming sector, celebrate a clean-shaven conformity using cliched aspirational role models. In contrast, we positioned Phillips as a male grooming brand that allows men to express themselves within the routines of their everyday lives. We scoured the world identifying the best examples of this particular kind of self-expression, showcasing them in online documentaries and through an integrated global campaign.

Online documentaries.

TV ad.

Print campaign.

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YouTube ad.