Advertiser: P&G
Advertised brand: Gillette
Advertising Agency: Grey Tel-Aviv (ACW) / Mediacom Connections
Chief Creative Officer: Tal Riven
Creative Director: Moti Rubinstein
Copywriter: Shay Chikotay
Art Director: Oren Alster
SVP Account Director: Shai Almagor
Regional Communication Planning Director: Gilad Kat
Mediacom Client director: Shimi Hamias
Head of planning: Dana Wolfsfeld
Head of production: Gal Yaakov
Photographer: Ariel Van straten
CEO, Tanvas: Greg Topel
Texture design, Tanvas: Jamaal Hollins
Chief scientist, Tanvas: Mondher Cherif
Producer: Israel Revach
Published: June 2017
Synopsis:
This is a media-first use of that technology in advertising, or in any other medium.
We reached new born dads at a point they really listened to our message.
Beard fashion was bad for Gillette and for babies, whose only language of communication is touch.
Research proved that soft warm contact is essential for development. We convinced dads to sacrifice their beards by launching the first-ever skin to surface Haptics campaign.
Haptic technology uses electrostatic forces to manipulate the friction between finger and screen.
Our tablets featured in maternity wards, birth classes and baby-fairs enabling expecting parents to contrast the scratch of a beard stubble vs. a clean-shaven face, just as a baby would.