Philips #ShaveToRemember
Some people leave their mark on us. One such person was Nelson Mandela. A man who taught us about unity, humility and forgiveness. On his centenary, Philips and The Nelson Mandela foundation teamed up to celebrate his legacy and give people a chance to walk in his footsteps, by wearing his iconic haircut. #shavetoremember was born.
The campaign showed South Africans getting the Mandela haircut and reciting his powerful quotes. Just by wearing something as simple as his hairstyle, people embodied what he stood for. Proceeds of the Philips shavers went to the Foundation to continue his legacy.
Integrated Film
Brand Film
Live Event - Shaving Marathon
Impact:
64% increase in sales during the campaign
#1 trend on Twitter on Twitter on the day
104% over our social video benchmark achieving a total of 2 152 594 video views
A VTR of 28.30%. 88% above the industry benchmark of 15%
400% above our lead gen target
85 994 870 earned media audience
17:1 earned media ROI
Awards:
D&AD 2019 - Graphite Pencil - Direct - Direct Response/Ambient
D&AD 2019 - Wood Pencil - Direct - Direct Response/Film Advertising
D&AD 2019 - Shortlist - Digital Marketing - Online Video & Viral Films
D&AD 2019 - Shortlist - Direct - Direct Response/Ambient
D&AD 2019 - Shortlist - Direct - Direct Response/Film Advertising
The One Show 2019 - Bronze Pencil: Design Branding (Brand Installations)
The One Show 2019 - Merit: Direct Marketing Experiential (Live Events)
The One Show 2019 - Merit: Experiential & Immersive (Brand-Owned Experiences)
The One Show 2019 - Merit: Social Media Social Engagement (Community Building)
Cannes Lions 2019 - Shortlist: Direct Lions - B03 (Use of Ambient Media: Large Scale)
Cannes Lions 2019 - Shortlist: Direct Lions - F03 (Single-market Campaign)
Cannes Lions 2019 - Shortlist: Direct Lions - F04 (Social Behaviour & Cultural Insight)
Cannes Lions 2019 - Shortlist: Brand Experience & Activation Lions - A04 (Consumer Durables)
Cannes Lions 2019 - Shortlist: Brand Experience & Activation Lions - E04 (Social Behaviour & Cultural Insight)
Cannes Lions 2019 - Shortlist: PR Lions - D02 (Use of Events & Stunts)
Cannes Lions 2019 - Shortlist: PR Lions - F03 (Single-market Campaign)
Clios 2019 - Gold - Experiential/Events
Clios 2019 - Bronze - Film technique/Direction
Clios 2019 - Shortlist - Film technique/Cinematography
Loeries Awards 2019 - Grand Prix - Live activations
Loeries Awards 2019 - Gold - Film communication - Online film (above 30 seconds)
Loeries Awards 2019 - Campaign Gold - Integrated campaign
Loeries Awards 2019 - Gold - Digital communication- Digital social media
Loeries Awards 2019 - Gold craft certificate- Film - Direction
Loeries Awards 2019 - Gold craft certificate- Film - Cinematography
Loeries Awards 2019 - Bronze - OOH - Ambient
Loeries Awards 2019 - Campaign bronze - PR & media Communication
Loeries Awards 2019 - 12 finalists in total
1st place Creative Circle SA - Integrated Campaign (September 2018)
2nd place Creative Circle SA - Film (June 2018)
1st place Creative Circle SA - Digital & Interactive Campaign (November 2018)
Gold Bookmarks Award 2019 for Content Strategy
Assegais 2018 - 1 x Leader Award, 1 x Silver and 2 x finalists
Sabre Awards 2019 (PR awards) - Best Digital Campaign in the African Region
Ciclope Awards 2019 - 3 x shortlists