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Tag the weather

Gillette

Issue 27 | June 2013

Background

The Swedish winter could last as long as five cold months. During this period, Gillette Venus had a major competitor. The weather. Buying a razor and shaving your legs is not a priority when the temperature is -11°C.

Taking inspiration from judo, where fighters used their opponent’s force to their own advantage, the brief was to use the terrible weather to get women involved.

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