There are characters and images we are so used to seeing that we don’t give them attention anymore.
Our campaign steps into a world where Gillette slips into other brands’ marketing and gives their mascots a fresh shave. Packaging, posters, billboards, social ads. Nothing is safe.
Hijacked marketing by Gillette. Razors so good they shave the billboards.
We started with Wendy’s.
Wendy’s is the ultimate Gen Z brand. Known for its bold, snarky online personality, this fast food chain is the perfect playground for a tongue-in-cheek Gillette takeover.
Across Twitter, TikTok, and Instagram, Wendy reveals a bold new look: completely bald, powered by Gillette. The campaign extends out-of-home with a Wendy’s billboard, minus the hair.
Then we moved to Monopoly.
In this concept, the Monopoly Man loses his iconic mustache in a limited-edition Gillette collaboration.
A custom razor token joins the lineup of classic Monopoly pieces.
The stunt is capped with a billboard showing the freshly shaved Monopoly Man.
Then came Pringles.
For Pringles, the change is instant.
the Pringles mascot appears across in-store packaging without his mustache.
The execution extends to out-of-home, where a billboard repeats the brand’s famous line.
The new face plastered on billboards demands a double-take from oncoming traffic.
Next, KFC.
Colonel Sanders’ mustache and goatee disappear across buckets and product packaging everywhere. Despite the change, the Colonel remains unmistakable.
A billboard reinforces the partnership, featuring the clean-shaven Colonel and a discreet Gillette razor in the corner.
And finally…
The world’s most recognizable plumber gets a new look. In this Nintendo x Gillette partnership, fans can download a special edition of the classic Super Mario Bros. game on the Switch eShop, featuring Mario with no sideburns and no mustache.
The partnership is teased through a billboard revealing Mario and Luigi’s new look.
By making small but shocking changes to familiar faces in culture, Gillette proves that relevance doesn’t require reinvention.