Dollar Shave Club
Strategy
Art Direction
Design
Problem
Nobody knows how old their razor is. The face is often forced to suffer the consequences.
Insight
Leverage the moment of hesitation before a shave.
Amplify that seed of doubt with a campaign that scares the masses into action.
OOH:
EMERGENCY RAZOR REPLACEMENT
1 - 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.
​2 - 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.
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