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Gillette 500 - The Great American Shave

It's race time.

Gillette 500, The Great American Shave, is a national competition to shave 500 miles on guys' faces.

The campaign launched on TV during the Daytona 500 broadcast on Fox, with the 'Montage' spot below.

Men are invited to go online to watch the six webisodes and join one of three Gillette Young Guns teams. To compete, guys submit their daily shaves, with a chance to win a BBQ at home with the drivers.

Within the first few days, the campaign is already getting plenty of buzz: here, there, here and there.

Gillette 500 - Montage

View on YouTube.

Gillette 500 - Book Club

View on YouTube.

Gillette 500 - Steam Room

View on YouTube.

Gilllette 500 - Taxi

View on YouTube.

Gillette 500 - Airport

View on YouTube.

Gilllette 500 - Zamboni

View on YouTube.

Gillette 500 - Drive-Thru

View on YouTube.

Gillette 500 - Microsite

Gillette500.com is the campaign hub, where guys can join a team, submit their shaves and keep track of the results. At the time of writing, Team Carl/Clint is in the lead.

What else...we designed the campaign logo, made t-shirts and sent a campaign bus around the country to give free shaves and sign guys up to the competition.

No wetness, no pressure

Dimitri Daniloff shot this dramatic press ad with Tiger Woods, currently running in Latin America.

Gillette Clear Shield - Print

Dimitri again, this time featuring Derek Jeter, Captain of the New York Yankees baseball team.

Gillette Clear Shield - TV

Gillette Young Guns - Interactive

Gillette's sponsorship of the Young Guns NASCAR racing team: an online campaign showing the drivers burn written messages - including the Gillette mega G - onto the Lowe's race track in Charlotte, NC.

On Gillette.com/burnout, users can watch the Young Guns burn a message of their choosing onto the track before their very eyes, and then send it to friends or post it to Facebook.

The campaign generated around 250,000 hits in the first week. Click here to view it on YouTube.

Gillette Burnout - The Proposal

On October 12th, Jeff Davis proposed to his girlfriend live at the Lowe's race track with the burnout message 'Marry Me Ashley' played out in front of thousands of Nascar fans.

View on YouTube.

Don't hide it, erase it

A simple yet powerful demo of what Odor Shield deodorant can do.
(It didn't run, but we produced this video for a client presentation.)

Chlamydia spreads across Facebook

Click here to watch the walk - through video

To raise awareness about the dangers of Chlamydia and promote STD Month to young people, we developed a Facebook application for the American Social Health Association that allows users to "make a love child" with each other, and in doing so spread the bacteria from person-to-person.

The campaign was produced in collaboration with a team of programmers from Stanford and Carleton Universities.

It has been featured on several websites that cover non-profit marketing, advertising and in the health section of the business news.

Mentos and...Carlsberg?

We all know what happens when you put Mentos in Diet Coke, but what about Carlsberg? This (unofficial) viral was produced with the guys at La Virale and currently has over 1.5 million hits and thousands of blog entries - Google it to see.

Kagome Juice - Radio campaign

Kagome blended juices add up to 100% natural brainpower.
Check out our three commercials: One, two and three.

Rizla Campaign - TV

Rizla Campaign - Print

Rizla Campaign - Christmas Mailing

Rizla on the BBC

The Rizla 'Can also be used for rolling' campaign was extended into the sponsorship of the Suzuki Moto GP team. As you can see, it caused quite a stir down at the track.

Virgin Express - outdoor

Virgin Express - flying the Belgian flag

"We've booked 3 billboards. Use them all please."

Naples - Brussels, Belgium € 49

The Night of the Exam

Jobat is a Belgian recruitment company. This campaign was aimed at university students, inviting them to attend 'The Night of the Exam' where they could take a written exam in a cinema hall and watch a free film straight afterwards.

The Night of the Exam - Poster/Press

Weight Watchers - press

"Fed up with diets that leave you hungry?

Enjoy a proper meal and still lose the weight with the new Weight Watchers program.

Winner of a Bronze EFFIE as part of a larger campaign.

Studio Brussel - Magazine campaign

Studio Brussel is the No.1 youth radio station in Belgium.

Ché Men's Magazine - National dailies

The Big Waffle

Over the past year, the Belgium Wafels & Dinges truck has become a familiar sight in New York City. To gain some extra attention for the mobile vendor, we took to the streets with a bucket of acrylic paint turning the city's grills into Belgian waffles.

The stunt was featured on several blogs including BestAdsonTV for the 'Week's Best Outdoor' section, Adrants, Adland and as far afield as Brazil and Israel.

Preparing the Big Waffle

The Karma of Cobra

A handmade stop frame animation created with beer bottle labels from Cobra Beer.

The Guardian Weekly

Print campaign aimed at a US readership disenchanted with the lack of an international perspective in their news sources.

The work was featured in Digital Arts Magazine and picked up a Pencil for Writing in the D&AD Global Student Awards.

The Guardian Weekly - sports

Stop the Traffik - Recruitment Fair

Stop the Traffik went to the Compass Careers Fair in London to highlight the plight of women trafficked into prostitution.

The campaign was well-received across international media (e.g Italy and Brazil), took First Place in Outdoor on Best Ads on TV and was featured on many other sites such as Osocio and Adrants.

Finalist at the New York Festivals 2008 for Innovative Advertising and 2 Silvers at the Creative Club of Belgium (Outdoor and Special Media categories).

Resume

Many thanks to previous partners Veerle Vandenbroucke and James Gambrill who co-created some of the pieces you see here. Cheers guys.