Gillette · Ketchum · 2013
How Does the Man of Steel Shave?
A question made for pop culture. Gillette invited fans to debate how Superman shaves, turning the release of Man of Steel into a conversation about grooming.
Campaign artwork: Gillette / Concept One. View original case study.
Recognition · 2014
PRWeek Campaign of the Year
Also awarded Arts, Entertainment & Media Campaign of the Year.
The campaign
Celebrity theories from Bill Nye, the MythBusters, Mayim Bialik, and Kevin Smith gave fans different ways to join the debate. The integrated campaign connected entertainment, social conversation, and Gillette’s brand story.
Part of Kristin Sundberg’s Gillette portfolio at Ketchum, before founding East West Communications.