From a single TV spot to an integrated, award-winning ecosystem, I turned a tactical brief into a strategic platform that outlived the campaign itself.
Key Results
+14pts
Awareness
13.4% ER
+5pp vs FMCG benchmark on social
80% of Black Friday Sales
Delivered in one day
Gillette Italy briefed “Shave Like a Bomber” as a single 30-second TV ad with Bobo Vieri. Rather than settling for a tactical media plan, I reframed it into a Big Idea designed for today’s attention economy — topical, humorous, and scalable across every channel. Inspired by Old Spice’s iconic short-form style, I pushed the brand to brief JWT on a broader creative toolkit, which led to a suite of platform-native snackables that lived on TV, YouTube, social, Amazon, and even geo-targeted mobile.
The result was an integrated ecosystem that lifted awareness by +14 points, drove engagement well above FMCG benchmarks, and delivered 80% of Black Friday sales in a single Amazon Hero Day. More importantly, the framework endured: the campaign evolved year after year, proving the lasting value of a well-timed strategic intervention.
So What?
This campaign mattered not only because it delivered results — but because it proved a point. In a world where audiences are drowning in content, reach and frequency aren’t enough. The brands that win are the ones that capture attention with ideas that are topical, humorous, and native to every channel.
By challenging the original TV-only brief, I reframed Shave Like a Bomber into a Big Idea that lived everywhere. The fact that JWT and Gillette kept building on this framework for years after I left shows the real impact of strategic intervention: setting direction once, and watching it sustain long-term.
It was proof that I could not only connect creative, media, and commerce — but also reshape how a brand and its partners think about campaigns. And that is why Shave Like a Bomber remains one of my defining Effie-winning moments.