It’s a classic story made all the more effective by intimate shots of a vulnerable, formerly powerful man struggling to bathe in the sort of scene that will feel familiar to almost anyone with aging parents.
As Gillette notes on the campaign home page, this short film doubles as an introduction to TREO, described as “the first-ever razor designed solely for assisted shaving” for use by caregivers and individuals who’ve lost the ability to safely shave themselves.
So far, the work has picked up six Lions: four in the Health and Wellness category, one in Promo and Activation and one in Non-Fiction Entertainment. That haul includes three gold, two silver and one bronze.
CREDITS
Agency: Grey New York
Client: Gillette
Campaign: Handle with Care
Procter & Gamble
VP, Marketing: John Mang
Brand Manager: Sushant Trivedi Procter & Gamble Brand Manager Client
VP, Research & Development: Melissa Monich Procter & Gamble Client
Principal Design Engineer: Matthew Hodgson Procter & Gamble Client
Associate Director, Communications: Kara Buckley
Grey New York
Chief Creative Officer: Andreas Dahlqvist
Executive Creative Director: Leo Savage
Executive Creative Director: Jeff Stamp
EVP, Account Director: Brian Weston
SVP, Account Director: Elizabeth Meny
VP, Account Director: Gabi Newton
Account Supervisor: Robyn Hendel
Production: Townhouse
President: Bennett McCarroll
SVP, Head of Integrated Production: James McPherson
VP, Producer: Katy Hill
Production: Humble
Director/Cinematographer : Rudi Schwab
President/Founder: Eric Berkowitz
Executive Producer: Mark Kovacs
Director of Operations: Jason Mayo
Producer: Kevin Comer
Head of Production: Natalie Warkenthien
