No one gets closer to men than Gillette. And to prove this Gillette used nanotechnology to write their ad campaign on a man’s shaven beard.The ads were created using an electron microscope at The University of Nottingham. The smallest ad is written on the tip of a man’s hair and under 100 microns in size, it is currently being verified by the Guinness World Records as the world’s smallest ad. Blown up versions of these ads formed a print and poster campaign. The actual hairs were then placed in men’s bathrooms at airports where they would typically freshen up. With the hairs was a QR code through which people could access extra content showing what was on the hair.
Advertising Agency: CLM BBDO, Boulogne Billancourt, France Creative Director: Rohan Young Art Director: Fiona Parkin Copywriter: Veronica Copestake Creative Group Head: Toygar Bazarkaya Account Director: Valerie Van Den Bossche Planner: Chris McCarthy Account manager: Danielle Marino Other credits: Dr Christopher Parmenter – The University of Nottingham, Research officer in Cryogenic Electron Microscopyvia www.ibelieveinadv.com