MOW THE LAWN — SCHICK

[Advertising Art Direction, Concept]

This spot may seem tame these days, but at the time CPG companies didn’t dare go there—until we did. And it went viral, gaining millions of views, shares, comments and criticism.

Schick’s women’s business grew 11.5%, and Walmart quickly requested additional displays as more consumers than expected were requesting the premium-priced product.

This work redefined the tone for the brand, inspired additional campaigns in a similar vein, and created a newfound freedom for marketers to talk directly to their consumers about a previously taboo subject.