How do you turn Gillette's headline sponsorship of Movember into experiential and digital activity with that elusive attention-grabbing wow factor? More specifically, how do you bring together a huge mainstream international brand and an edgy charity dripping with urban cool so both get the most out of it?

- Engage males 18-50 - Merge an international brand with an 'urban cool' charity - Create a wow factor through both experiential and digital channels - Keep the audience engaged with the brand throughout the story

We have created an impressive, immersive world for the timeless gentlemen, including a fully operational barber shop in Carnaby street, a Gillette Gentlemen's club and a UK-wide tour to style the national Mo's. This is a ground-breaking campaign for Gillette who are moving into new creative territory as well as new product development - targeting younger men who are willing to be more daring and expressive with their facial hair. In the digital and social space, we have transformed Gilletes Facebook community into a 'tongue-in-cheek' world of gentlemanliness.

Shave numbers and consumer event: 31 live days, 3600 shaves, 16 events, Key coverage in Sport Magazine, GQ Magazine and Sky News, x3 IPM awards, x1 Grocer award