SILVER: Venus submitted by Starcom South Africa
Gillette’s Venus needed to give women a compelling reason to continue purchasing a premium brand, and retain its place as South Africa’s top-selling female razor. The campaign created an opportunity for young women to congregate en masse and make history by participating in the country’s biggest swimsuit photo-shoot. Venus partnered with Cosmopolitan to help facilitate the event, and participants were awarded a Venus Breeze razor, branded bikini and sarong. Women were given an unforgettable story to share with friends as 1060 legs transformed the Camp’s Bay landscape into a living sculpture. Participants were choreographed to form the word COSMO, as aerial and ground photographers captured the scene. And casual users were quickly converted to brand advocates!
Gillette’s Venus needed to give women a compelling reason to continue purchasing a premium brand, and retain its place as South Africa’s top-selling female razor. The campaign created an opportunity for young women to congregate en masse and make history by participating in the country’s biggest swimsuit photo-shoot. Venus partnered with Cosmopolitan to help facilitate the event, and participants were awarded a Venus Breeze razor, branded bikini and sarong. Women were given an unforgettable story to share with friends as 1060 legs transformed the Camp’s Bay landscape into a living sculpture. Participants were choreographed to form the word COSMO, as aerial and ground photographers captured the scene. And casual users were quickly converted to brand advocates!