First Shave

The thought behind this campaign is that a man’s first shave is a rite of passage, signifying his first step into manhood. For over a century, Gillette has been a part of that sacred transition into manhood. But we know that everyone’s path to this moment is different. That’s why with ‘First Shave’, Gillette is celebrating this transition no matter who, when, why or how – if you’re becoming a man, Gillette is your partner.

By telling the story of a transgender man, this campaign changed the perception of one of North America’s manliest brands and recently ‘First Shave’ blew up online. The film received lots of positive feedback from everyone who saw it – including Ellen, who tweeted about the campaign. It received one bronze Glass Lion (First ever Glass Lion received by a male brand), one silver Social and Influencer Lion and received 3 shortlists in several other categories at the 2019 Cannes Lions Festival. To this date, it’s being featured in various global articles and publications.