GilletteLabs x Montreal Canadians

We’ve seen fathers teaching sons to shave. And even sons teaching fathers. But a nephew teaching his aunt? That’s a first.

For Gillette’s Next Generation campaign, we teamed up with Montreal Canadiens star Rafaël Harvey-Pinard to reach French-speaking, hockey-loving men—through the women in their lives. And yes, we even threw in a nod to his pizza delivery days too (IYKYK).

*** I worked on this project up until it was awarded to our production partners which is when I left the agency***

Role: Copywriter