Making Confidence Real for Men, Virtually
BBDO and Proximity
Procter & Gamble
Credits to

BBDO and Proximity China
Sharon Ho / Client Service Director
Emily Ai / Account Manager
Awoo Lai / CCO
Nicole Ma / ECP
Santi Yan / Creative Director
Tree Wu / Art Director
Paper Li / Copywriter
Biloker Ji / Designer
Linda Bao / Producer
Hans LopezVito / Chief Strategy Officer

Mediacom China
Jake Joss / Planning Director
Vincent Pan / Planning Manager
Sophie Yi / Planner 

Jef Ji / Partner and VP
Windy Zhu / Account Director
Yommi Song / Consultant
Diamond Liu / Senior Account Execution
In China, most men shave using an electric razor.
To get them to use Gillette, we wanted to let Chinese men experience what it’s like to be confident and desirable to women. But, instead of merely showing them the experience, Gillette enabled them to live it - VIRTUALLY.
By launching China’s first ever virtual-reality mini-movie (which e-commerce shoppers can enjoy by buying a special pack of Gillette bundled with a pair of Google Cardboard VR goggles), we sold more Gillette shavers on-line than ever before on Single’s Day – China’s most popular e-commerce sales event (or any other day for that matter).
• During this event, Gillette sold 1,000 shavers per minute.* 
• In less than eight (8) hours, all Gillette special packs were sold-out on all e-commerce platforms.*
• In fact, we doubled sales vs. the same period last year (and grew almost 2x faster than all other products sold during Single’s Day).**
We achieved this by letting Chinese men experience the reality of shaving with Gillette, VIRTUALLY.
Source: *P&G, **Alibaba/Tmall
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