Tasked with a new global campaign for Schick Hydro (the first since the product’s 2010 launch), our objectives included raising unaided awareness, greater consideration, & understanding of our key differentiated RTB — that Hydro’s gel box is not just a lube strip.
The Schick Hydro robot was “born,” showcasing its cutting-edge design vs. the competition. After launching with a spot in Super Bowl 50, the Hydrobot character took on a life of its own, online, in-store, at Comic-Con, & even on the big screen with Transformers & Optimus Prime.
Sampling of work displayed, includes:
• :30 “Robot Razors” Super Bowl 50 spot
• “Making of” video
• Times Square OOH takeover
• National Print ad
• Additional global TVC
• Comic-Con activation
• Transformers partnership (comic/film/product)
• In-store integration
• Success led to a Masterbrand approach launched for women’s Schick Hydro Silk
Key contributors: Sarah Barclay, Billy Faraut (creative), Philip Schneider (production); production co: The Mill + director Ben Smith
