Dollar Shave Club
Strategy
Art Direction
Design
Problem
Nobody knows how old their razor is. Razor burn, knicks, ingrown hairs, even bacterial infections: The face is often forced to suffer the consequences of a dull blade.
The Idea
A campaign that makes the questioning of a dull blade inescapable. By amplifying the seed of doubt every time you shave with a set of disturbing posters, then tirelessly working to send you only the freshest blades, nobody will unknowingly butcher their face again.
OOH:
EMERGENCY RAZOR REPLACEMENT
1 - THE BOOTH
Sometimes a fresh shave just can't come fast enough.
When you can't stomach the wait, find the Blade Replacement Booth. Drop in your old, rusty blade and we’ll dispense a fresh, sharp Dollar Shave Club blade on the spot.
It's time to recycle the old and usher in the new.
2 - THE HOTLINE
It’s your one-call escape plan. When a sharp blade is a lifetime away and your face is on the line, we’ll dispatch a SHAVING CREAM FIRST AID KIT.
Set with fresh blades and shaving cream, it's salvation just a phone call away.
3 - THE REMINDER
We put a message on our Shaving Cream can.
A last-ditch question before the bloodshed: "HOW OLD ARE YOUR BLADES?" The number to salvation is right there. Your last chance to escape.
Press
Process
CU Boulder Golden Nuggets silver in Best Design
Denver One Show Gold in Student Best Design