Moda Masculina

Gillette questiona a masculinidade tóxica em sua noca campanha

O mundo e o papel do homem estão evoluindo. Hoje, valores tradicionais e modernos coexistem e, muitas vezes, se opõem. Algumas dessas contradições geram incertezas e Gillette quer garantir, como sempre fez, que os homens se sintam prontos para seguirem suas jornadas de serem, de sentirem e de mostrarem suas verdades, mesmo quando isso significa desafiar as expectativas da sociedade.

É esse o novo conceito de Gillette para toda América Latina, criado pela Grey Brasil, que simboliza um novo momento para a marca na região, e incentiva os homens a se sentirem prontos para as jornadas da vida. A campanha vai apoiar e amplificar os bons exemplos masculinos e ajudar a construir um rico repertorio de referências positivas e inspiradoras, que vão desde a paternidade até a igualdade de gênero.

 

“Gillette está lado a lado dos homens por mais de 115 anos e reconhecemos que são tempos de mudanças significativas e importantes para o homem e para a sociedade. Constantemente ouvimos e temos conversas com os homens em todos os países onde atuamos. Queremos entende-los não apenas como consumidores, mas como seres humanos e baseado nisso, nos conectamos a eles para inspirá-los a serem suas melhores versões, mesmo que isso signifique desafiar as expectativas dos outros e até as suas próprias”, conta Fernando Falasca, diretor-geral de Gillette na América Latina.

“Todo nosso trabalho de pesquisa nos orientou a encontrar uma mensagem que fosse universal, mas que tivesse os elementos específicos do que significa a masculinidade moderna para diferentes homens em diferentes regiões, e que o resultado fosse ao mesmo tempo poético e potente”, afirma Max Geraldo, CCO da Grey.
A campanha, que foi dirigida por Armando Bo e Luciano Podcaminsky, da Rebolucion, inicialmente, conta com um filme de reposicionamento e um filme de dia dos pais, além de depoimentos dos homens que participaram do casting da produção. Os testemunhais abordam questões latentes a essa nova masculinidade.

 

Sobre a Grey
A Grey é uma colisão ambiciosa de 150 pessoas em uma missão: transformar o negócio dos clientes e a vida das pessoas através de ideias culturalmente relevantes.
Somos uma agência da nova era da comunicação, que enxerga a indústria de um jeito diferente: acreditamos que, hoje, a propaganda que realmente importa às pessoas não tem mais cara de propaganda. Somos digitais por natureza e integrados por convicção. Trabalhamos em parceria com marcas que, assim como nós, têm um propósito claro e a ambição de desempenhar um papel significativo dentro da sociedade.
Fazemos parte da Grey Group (a WPP Company), uma das maiores e mais criativas redes de publicidade do mundo. Atendemos um quinto das empresas FORTUNE 500, em 96 países. Sob o conceito “Famously Effective since 1917”, continuamos a desbravar novos caminhos para nossas marcas, em todas as plataformas, criando conexões consistentes e verdadeiras com os consumidores.Sobre Gillette

Há mais de 110 anos, a Gillette oferece tecnologia de precisão e produtos de desempenho incomparável, melhorando a vida de mais de 800 milhões de homens em todo o mundo. De produtos de barbear e para o corpo a tratamentos de pele e desodorantes, a Gillette oferece uma ampla variedade de produtos, entre eles, aparelhos de barbear, pré-barba (géis, espumas e cremes), tratamento para a pele, pós-barba, desodorantes e antitranspirantes. Para obter mais informações e as notícias mais recentes sobre a Gillette ou para conferir nossa linha completa de produtos, acesse http://www.gillette.com.

Para se manter atualizado sobre tudo o que está acontecendo no mundo dos tênis, posicionamento das marcas, moda masculina e grooming siga nosso editor Fábio Monnerat @fabiomonnerat no Instagram.

Fábio Monnerat

Consultor de marketing de moda e tendências, criador digital e um grande entusiasta da moda masculina.

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