What if Gillette shaved iconic mascots?
Goal: Target Gen Z with a bold, ambient campaign.
Art Director: CC Brown
Copywriter: Paje Rasmussen
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’s proudly shows off her new look: Bald and powered by Gillette.
Then we moved to Monopoly.
In this concept, the Monopoly Man loses his iconic mustache in a limited-edition Gillette collaboration.
The board itself gets a clean shave too, with property names and Chance cards redesigned with Gillette. It’s a collectible version that feels familiar, yet fresh.
and finally….
The world’s most recognizable plumber gets a new look. In this Nintendo x Gillette partnership, fans could 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 would live digitally, where Gen Z already plays.
