For this year’s Father’s Day, Gillette broke through the crowded sameness in its category and made emotional relevance its edge.
The challenge? Father’s Day in the Middle East barely existed. Not celebrated, remembered or even recognised. For a brand rooted in helping men be their best, that cultural invisibility offered a unique opportunity to lead with purpose.
With ‘Father’s Day is Closer Than You Think’, Gillette, in collaboration with integrated creative agency JWI, turned a forgotten date into a meaningful, multi-touchpoint movement.
“We saw a cultural blind spot,” said Adele Baxter, Client Services Director at JWI. “Modern fathers are emotionally engaged, but they weren’t
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