Gillette: #BabyFace [presentation image]

Credits & Description:

Advertiser: P&G
Advertised brand: Gillette
Advert title: #BabyFace
Media: Print
Advertising Agency: ACW Grey Tel-Aviv / Mediacom Connections
Chief Creative Officer: Tal Riven
Creative Director: Moti Rubinstein
Copywriter: Shay Chikotay
Art Director: Etai Haivri
SVP Account Director: Shai Almagor
Account Manager: Gal Vash
Mediacom Client director: Shimi Hamias
Activation planner: Dana Wolfsfeld
Photographer: Ariel Van Straten
Head of production: Gal Yaakov
Producer: Israel Revach
Published: June, 2017

Insight:
Newborn babies’ only means of communication during their first year of life is through the language of touch. Academic research by Harvard University and The Boston Children's Hospital have proven that "skin to skin" communication releases "Love Hormones" right after birth and helps babies' development as they build their trust in the environment and in their parents.

Solution:
We published a double print ad in Israel's leading Male magazine, containing "The Dad Test" - a smart and simple tool that gives new dads a physical demonstration of the way their beards feel on their newborns’ skin. The different levels of roughness are illustrated by real sand paper. We also bought the adjacent page knowing that the sandpaper will definitely leave scratch marks on it. The copy on the next page read – "The paper can absorb anything... and your baby's skin?"