Gillette France has released a new campaign created in collaboration with rookies from the Kourtrajmé film school and creative agency Marcel.
With the campaign “Look Like The Man You Really Are”, produced in collaboration and directed by students of Kourtrajmé’s film school, Gillette takes a fresh look at French men, both in their “shaving” moments and their daily concerns. Shaving takes on a special dimension: alone in front of the mirror, it’s a special moment in your personal journey that gives you the strength you need to project yourself into life. With conviction.
What is the most important to me? My family or my career? Should you express your feelings? Will my life choices be accepted? Men are asking themselves these questions more than ever.
This first 100 per cent French strategic platform has been nourished by today’s street culture. In order to bring it to life on screen with authenticity and relevance, Gillette has made the double choice of youth and artistic talent. A real dialogue has been established between the school led by Ladj Ly and the brand, in order to define together precisely the themes that will resonate into French people lives.
Three young directors from the school’s 2018 graduating class reinterpreted both the form and substance of the shaving moment. The quest for “masculine perfection” takes on a new perspective through three portraits of today’s men. The moment of shaving is magnified through the use of photographic techniques that elevate the shaving experience.
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