Gillette’s new campaign was created in collaboration with rookies from the Kourtrajmé film school
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. Staging those interrogations, during morning introspection times where shaving plays a special role, is the razor brand’s approach to celebrating men and their life choices.
Facing the mirror, true to yourself, shaving is a time for oneself, a moment when one dares to face the man in the mirror. A moment that gives you the strength to move forward with who you really are, deep down.
This first 100% 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.
Kourtrajmé’s film school was enthusiastic about Gillette’s project to enhance the value of all masculinities. Other “Look Like The Man You Really Are”, projects are already planned and will be released by the end of 2020. Gillette will offer to students the opportunity to illustrate, in their own way, the “masculine perfection”. Gillette undertakes to finance the films’ productions and to broadcast them.
Gillette is a two-time global winner of the World Branding Awards in the Men’s Grooming – Shavers category, having won the title in 2014 and 2018 respectively.