Young gunners
Gillette and NASCAR give users a taste of life in the fast lane.
Credits
| agency: | Proximity Canada |
|---|---|
| client: | Gillette |
| CD: | John Gagne |
| associate CD: | Ari Elkouby |
| copywriters: | Brian Groves, Ryan Lawrence |
| ADs: | Graham Ameron, Michael Farley |
| project managers: | Amber Richardson, Phelia Wong, Jube Dhingra |
| flash developer: | Shayne Jackson |
| account management: | Cory Smythe, Brent Dunn |
With the help of Proximity Canada and BBDO New York, NASCAR and Gillette have teamed up to create the Gillette Young Guns Challenge, a co-branded site meant to hype up the launch of the Gillette Fusion Power Gamer razor in the US. From the media frenzy in the pit to the final race, users experience everything in 3D (we’re not sure if that includes the scantily clad models and the champagne, but it darn well should).
The player with the best time wins a VIP trip to a NASCAR race and a chance to hang with one of the Gillette Young Guns such as Carl Edwards and Kyle Busch. Sounds like a sweet deal. Makes us wish for a split second that we were American. But then again, we’ve got the hockey and the Timbits and the better bacon…
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