Best Consumer Goods Online Campaign, Best Of Show Online Campaign

When you want to perform your best, every little detail matters. No brand understands this better than Gillette. So when we wanted to create an engaging and real-time experience that drove awareness about the advanced precision behind Gillette, leveraging precision performances from the NFL seemed like the perfect fit. Gillette's Precision Play of the Week—17 quick hit video experiences—elevated one precision highlight from each week's NFL highlights and broke it down, step-by-step, with an animated video re-creation. Then we bumped up the precision messaging by letting well-known sport personality John Brenkus of ESPN's Sport Science tell the story about all of the unseen details that make or break an NFL moment. But did our NFL fans catch it all? A quick multiple choice question at the end of the experience tested their precision NFL knowledge and rewarded correct answers with entries into weekly and grand prize drawings. For every week during the NFL season, fans could return and play the current week or go back and play previous week's videos for additional entries. We featured weekly winners on our social media channels and pumped up engagement with social posts and video content highlighting Gillette's NFL athletes. One lucky fan won two tickets to the Super Bowl; 17 fans won $500 and an NFL jersey of their choice.

Contributors:

Chief Creative Officer - POSSIBLE:	Lucas Peon
Associate Creative Director - POSSIBLE:	Brad Levine
Copy Director - POSSIBLE:	Sarah Knott
Designer - POSSIBLE:	Lauren Hayes
Account Supervisor - POSSIBLE:	Tuck Shepard
Group Creative Director - Grey:	Jeff Stamp
Group Creative Director - Grey:	Leo Savage
Account Director - Grey:	Elizabeth Gilchrist
Account Executive - Grey:	Trevor Mundt
Account Director - Ketchum:	Sara Garibaldi

POSSIBLE

Location: USA