May 31 2007 | Pitches

Gillette Fusion hold second stage pitch on OpenAd

OpenAd.net is pleased to announce that the winning idea from the recent Gillette Fusion Pitch held on OpenAd.net has been licensed.

Procter and Gamble has chosen a communication idea for Gillette Fusion brand and would like to see it developed in different consumer touch points or vehicles.

The winning idea 'She knows the difference' was created by Indian agency Live 1 Entertainment. They will receive a perpetual licence fee of 4082 USD for use of their idea in the United States of America and in Puerto Rico.

Rakesh Raghuvanshi, who is part of the winning team said: “We are delighted that our idea is going to be used not only for Puerto Rico but also for US markets. We really want to thank OpenAd for helping us reach out to clients across the globe.”

OpenAd creatives have now been asked to pitch executions in a second stage of the Gillette Fusion brief.

To this end they posted the second stage brief on OpenAd.net in order to get as wide a perspective on treatment as possible.

As before, the brief asks creatives to find ways of persuading Hispanic men between ages of 18-24 to switch from disposable razors to the premium Gillette Fusion system.

The newly posted challenge now asks creatives to develop executions of the following idea: "Because you know they (women) will notice, you use Gillette Fusion as your secret weapon."

The pitch is open to all creatives and if entering, you are advised to review the second stage brief carefully as there will be a winner for each of the categories/vehicles the client is interested in developing.

Creatives are also asked to submit executions to each category separately. These execution categories include Interactive, Targeted Promotional Events and / or External Relations, Print Ad / Out of Home and TV Commercial.  The best execution in each category is offered a potential licence fee of 2000 USD in addition to an award of 1000 USD. 

All executions should be fully developed, be polished enough to go into test and from there into production.

The deadline is June 12 2007. Click here to view the brief in full.

Arriba ^