18-25 year old guys use manual blades because they grew up thinking electric shavers are for older, hairier men. Philips Norelco asked us to change that perception by introducing a new product to the next generation of young groomers. We saw this as a perfect opportunity to deliver an experience that would jolt our audience into consideration and teach them benefits of "going electric." We aimed to show that when guys have the power to nail their ultimate look, a world of confidence can open up for them.

Launch the campaign
Published
May 2013
Topics

The Story

18-25 year old guys use manual blades because they grew up thinking electric shavers are for older, hairier men. Philips Norelco asked us to change that perception by introducing a new product to the next generation of young groomers. We saw this as a perfect opportunity to deliver an experience that would jolt our audience into consideration and teach them benefits of "going electric." We aimed to show that when guys have the power to nail their ultimate look, a world of confidence can open up for them.

Since the product works from head-to-toe, we asked ourselves, “Can we fit a naked man in a browser?” Naked men make up a lot of data, so we had to push existing technologies to create a seamless experience. To optimize the site's 1,300+ image sequence, we compressed images into data chunks by base64 encoding them and storing them in external Javascript files. We created various scripts to automate this process and generate quality-graded assets for all devices – thereby loading a naked man on the fly.

The Technology

The Results

Even though we had less time than it takes to grow a decent ‘stache, we didn't let the calendar constrain us. Everyone involved went beyond their primary skillset, helping us avoid roadblocks. Production wrapped in just 6 weeks, and we feel the quality of the finished site surpassed the original integrity of the idea. We weren't alone in feeling that way, either. The site has been recognized across trade and media, including FWA Site of the Day, Adweek Ad of the Day, Creativity Online and Headline News.

6

weeks from project start to finish

2M

hair follicles affected

1

junk shot

Launch Date April 15, 2013