To bring alive the positioning of the Red Gillette Winner Razor – Be a winner, challenge the world - through an interactive and viral activity.

Insight

What attracts people about ‘winning’ is the fame, the admiration and the life of a winner. Who doesn’t want to see their face on a billboard or on the cover of a magazine? Gillette promises to give every man the confidence to ‘be a winner’ and through the website aims to provide a ‘preview’ of the winner life.

Idea

Gillette be a Winner is a viralable microsite where the user can ‘live the life of a winner’ or ‘make a video tribute’ to his winner icons using a simple video mashup application.

User can select video clips from a library, and arrange them in the order that he/she wants. The videos are essentially clips that represent a ‘winner’s life’ such as blank billboards, front page of a newspaper, people cheering, etc. Then the user adds custom text to the clips and uploads an image. The custom text and image appears on the billboard/newspaper etc thus telling the story.

On clicking Publish, the video plays to the tune of the ‘World is Mine’ track of the TVC.

The last frame of the video is fixed – it always ends in the sign off – ‘be a winner challenge the world, start today with the confidence you get from Gillette Mach 3 Turbo’ – thus integrating the brand message seamlessly with the user generated video

User is then prompted to send his winner video to his friends and invite them to create their own video.