Gillette x Cricket Australia Partnership, Content & Activations

THE BRIEF

Havas Sports & Entertainment were engaged by P&G to help them move Gillette back into the sports space in Australia and help them connect with males aged 18-64​. 

THE PASSION

After an extensive research and strategic process, we identified Cricket Australia as the ideal partnership and developed a creative platform of "Close Matters", placing the experience and enjoyment of the game at the very centre of everything we set out to do. For Gillette, "Close Matters" was an articulation of the importance of a close shave. For the fan, it was a reference to the significance of being close to the action. 

THE WORK

​We launched with a TVC, fully scripted and produced by HSE, featuring Pat Cummins (one world's top ranked bowlers) and his "Close" relationship with his proud father, something all men can (hopefully) relate to.. 

The ‘hero’ activity on-ground was a simple value proposition for the cricket fan, but very powerful. We designed and built four VIP seats on the boundary rope, allowing fans to get closer than ever before to cricket at a professional level across The Test, One Day Series and T20s.. 

The Gillette Boundary Seats can be accessed by fans in the stadium by using #closematters to upgrade from their seats for a one hour session on the best seats in the house.​ Secondary to the boundary seating, we designed, built and operated The Gillette Shave Deck at key stadiums around Australia. Again, placing the fan experience at the centre, the Gillette Shave Deck allowed members of the public the very unique and "instgramable" opportunity to experience a shave in a traditional barber’s chair whilst watching the cricket, tied in with Money-Cant-Buy-Experience social media competitions.