The
Brief
After more than three years out of the spotlight, Schick Men needed to make a comeback and introduce the new Speed 5 razor across Australia and New Zealand.
We were speaking to men who don’t see shaving as a ritual. It’s just another job to get done, preferably quickly and without fuss. We needed to give them a reason to choose Schick in a category that has a habit of overcomplicating things.
Shaving isn’t the main event. It’s what you do before getting on with everything else.
Building on Schick Men’s Get it done positioning, we set out to create a campaign that cut through the category’s usual noise by doing less.
No dramatic shaving rituals. No unnecessary fuss. Just a more honest, straightforward approach that puts the product front and centre, so men can get on with their day.
The
Process
The
Work
Our anti-shaving-ad approach meant letting the product do the talking. Bold, no-nonsense headlines brought the Get it done attitude to life, while straightforward product shots kept things refreshingly simple.
