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To promote its sponsorship of the UFC, Gillette Deodorant Brazil launched the "UFSweat: The League of Heavy Smells". The campaign, all made in 3D animation, created an alternative and fictional MMA League with renegade athletes who struggle against smelly armpits. The big prize is a Gillette Deodorant, which eliminates the bad smell and brings the winner back to the UFC.

UFCecê — A Liga dos Cheiros Pesados
Antitranspirantes Gillette orgulhosamente elimina o UFCecê, a Liga dos Cheiros Pesados.
Os lutadores mais fedidos da atualidade vão travar combates de perder o fôlego. O vencedor leva o Antitranspirante Gillette, que elimina o mau cheiro de verdade, não mascara.

Credits:
Advertising Agency: Africa Agency, São Paulo, Brazil
Creative Directors: Sergio Gordilho, Eco Moliterno, Alexandre Prado
Art Directors: Alexandre Prado, Bruno Couto, Alvin Shiguefuzi, Fernando Drudi
Copywriters: André Pinheiro, Eco Moliterno
Illustrator: Techno Image
Photographer: Techno Image / Meindbender
Agency Producers: Rodrigo Ferrari, Patricia Gaglioni, Anderson Rocha
Account Directors: Marcio Santoro, Cecilia Duarte
Account Managers: Manuela Ramalho, Marina Damato
Planners: Ana Paula Cortat, Marcia Neri Rosenberg, Marcos Blinder
Media Managers: Luiz Fernando Vieira, Felipe Santos, Rodrigo Medeiros, Kaline Lessio, Thiago Aimi
Production Company: Techno Image / Meindbender
Direção: Pedro Conti, Tiago Hoisel, Derek Henriques
Executive Production: Guilherme Proença, Michael Bengtsson
Production Manager: Guilherme Proença
Photographers: Pedro Conti, Tiago Hoisel
Post-production: Tiago Hoisel, Pedro Conti
Editors: Pedro Conti, Tiago Hoisel, Derek Henriques
Music & Sound Production: Sustain

Type of entry: Magazine
Category: Cosmetics & Beauty
Advertiser: P&G
Product/Service: GILLETTE ODOR SHIELD ANTI-PERSPIRANT
Agency: BBDO NEW YORK, USA
Advertiser P&G
Product GILLETTE ODOR SHIELD ANTI-PERSPIRANT
Entrant BBDO NEW YORK, USA
1 of 3 Campaign
Category: Cosmetics & Beauty
Title: DRY ARMPIT INFORMANT
Advertiser/Client: P&G
Product/Service: GILLETTE ODOR SHIELD ANTI-PERSPIRANT
Entrant Company: BBDO NEW YORK, USA
DM/Advertising Agency: BBDO NEW YORK, USA

Just as the world finished watching the Opening Ceremony of the London 2012 Olympic Games, Procter & Gamble and Gillette staged an unforgettable event to wish Team USA a great start to The Olympics. The event was a spectacle of light and water featuring 60-foot holograms of Team USA athletes Tyson Gay launching off the blocks and Ryan Lochte diving into historic Boston Harbor. Set to the music of M83 "Steve McQueen", the event officially launched Gillette's global 'Get Started' campaign.

Part science, part nature and part digital art, Gillette created a series of projected light displays on buildings throughout Boston culminating in a massive water show. The event used half a dozen projectors to display video images of Ryan Lochte and Tyson Gay in action on two massive screens of particulate water vapor sprayed above the surface of the water adjacent to Boston's Institute of Contemporary Art.

I Love Carnaval!

During the largest popular celebration in the world, Carnaval in Salvador, where flirting comes with the territory, we asked renowned band “Chiclete com Banana” to record a song that had a chorus that would recall the brand’s claim, but with the strength to become a hit and naturally "stick" in the minds of Brazilians. From there came the chorus: "I shaved with Gillette, my face is pretty smooth, now I’m ready, to be kissed by you."

Adding to this, we convinced the band’s singer, one of Carnaval’s biggest icons, to shave off his characteristic beard which he had had for 38 years. We also set up barber shops in different areas of the city, reinforcing a movement started by the idol of millions of Brazilians.

Promote the launch of Gillette’s latest product during the largest popular celebration in the world, Carnaval in Salvador. Promote the launch of Gillette’s latest product, the Gillette Mach3 Sensitive razor, whose claim is "The only red on your face will be from kisses." We started a movement that encouraged men to shave to get more kisses.

The Idol of Brazilians

We asked renowned band "Chiclete com Banana" to record a song that had a chorus that would recall the brand’s claim, but with the strength to become a hit and naturally "stick" in the minds of Brazilians. Adding to this, we convinced the band’s singer, one of Carnaval’s biggest icons, to shave off his characteristic beard which he had had for 38 years.

We also set up barber shops in different areas of the city, reinforcing a movement started by the idol of millions of Brazilians. The hit was immediately a smash hit and it was chosen from among other hits by the country’s biggest stars as one of the top three Carnaval songs in open and spontaneous voting.

We reached an impact of 20 million through spontaneous media on TV and radio, in newspapers and magazines, and online. On Twitter, we were in the "worldwide trend topics" for over 48 hours.

There were over 3 thousand shaves in 5 days of celebration at mobile barber shops spread throughout the city. And the best part: the product was sold out at points of sale.

A trio of ladies tell us how they like their men groomed in Gillette's poolside cocktail party ad. The commercial features Kate Upton who prefers her men with some chest hair, but never on the back, actress Hannah Simone likes hairless stomachs to emphasize abs, and Genesis Rodriguez prefers no hair at all...good news for Gillette.

It does get a bit more entertaining, if you scan the QR code in the print ad from the campaign, we are delighted that we can read Kate Upton's mind to find out that, and I quote..."very important for a man to groom down there."

Credits:
Advertising Agency: BBDO, New York.
Director: Ruben Fleischer
Executive Creative Director: Toygar Bazarkaya
Production: Caviar

This was his performance at the Hammerstein Ballroom in New York City.

Creative Credits:  
Ad Agency: Grey
Production Company: 1stAveMachine
Director: Asif Mian
Executive Producer: Sam Penfield
Producer: Leigh Goldstone
Chief Creative Technologist: Bob Partington
Director of Photography: Zak Mulligan
Art Director: Jason Curtis

Title: GENTLEMAN
Advertiser/Client: PROCTER & GAMBLE
Product/Service: GILLETTE FUSION PROGLIDE
Advertising Agency: BBDO NEW YORK, USA
Chief Creative Officer: David Lubars
Executive Creative Director: Toygar Bazarkaya
Creative Director: Kara Goodrich/Cesar Finamori (Senior Creative Directors)
Art Director: Cesar Finamori
Copywriter: Kara Goodrich
Account Supervisor: Henrie Clarke/Cassi Pires/Jen Scarpa
Art Buyer: Erin Breen
Photographer: Billy Siegrist