2 Finalists at the Loerie Awards 2016

The Brief:

We had to launch a new, low-cost razor in South Africa - a market dominated by global brands with huge budgets.

Our client, MANS Razors, had a tiny budget but a huge personality. 

Our brief was to create a direct mailer that would cut through the clutter, excite some influential men and earn us some media coverage WAY beyond what the brand could afford.,

The Solution:

We searched for insights into the use of men’s razors and found one undeniable truth: If you’re a man in a relationship, you’ve discovered hairs in your razor that aren’t yours. Your wife or girlfriend is using your razor, and there’s nothing you can do to stop it.

So, we created a place for men to hide their MANS Razors – a series of hollow books so boringly, stupidly macho that no-one but the owner would want to open them 

Every element of copy and design hints at the razor inside. But unless you're in the know, you wouldn't even look.

Results:

We delivered a personalized package to 6 carefully chosen influencers, and reached over 95 000 in under a month.