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Gillette : We Believe by Grey NY

Agency: Grey NY
Client: Gillette
Date: Jan 2019
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Thirty years after first introducing the tagline “The Best A Man Can Get,” Gillette is taking a fresh look at what it means to be “the best” and how we continue to portray those ideals in a modern way. Because in a world where the actions of the few can taint the reputation of the many, we know there’s work to be done – together.

“Gillette believes in the best in men,” said Gary Coombe, president, P&G Global Grooming. “By holding each other accountable, eliminating excuses for bad behavior, and supporting a new generation working toward their personal ‘best,’ we can help create positive change that will matter for years to come.”

Today, Gillette is introducing a new marketing campaign and charitable program dedicated to celebrating the stories of men making a positive impact, and to inspire others in the process. The program-leading short film ,entitled We Believe, begins with a compilation of actions commonly associated with “toxic masculinity.” More importantly, it then showcases examples of how men can take actions large and small to create meaningful change for themselves, their loved ones, their peers and set the right example for the next generation of men. Because it’s only by challenging ourselves to do more that we get closer to our best.


Worldwide Chief Creative Officer: John Patroulis

Deputy Chief Creative Officer: Jeff Stamp

Executive Creative Director: Joe Mongognia

Group Creative Director: Asan Aslam

Creative Director: Patrick Conlon

Planning Director: Kristian Henschel

EVP, Global Account Director: Brian Weston

SVP, Global Account Director: Marie Massat

VP, Global Account Director: Robert Chedid

Account Supervisor: Julie Ressler

Account Executive: Lindsay Auerbach

Project Manager: Joey Scarillo

Executive Production: Townhouse

VP, Executive Producer: Katy Hill

VP, Integrated Producer: Rondell Wescott

Music Producer: Kurt Steinke

Casting Supervision: Nina Pratt

Talent Manager: Alice Lambrides

Business Manager: Suzanne Voss

Production Company (location): somesuch

Director: Kim Gherig

Director of Photography: Adam Arkapaw

Executive Producer: Nicky Barnes

Line Producer: Saul Germaine

Editorial: Cosmo Street

Editors: Joshua Berger + Tom Lindsay

Head of Production: Anne Lai

Executive Producer: Maura Woodward

VFX, Picture Finishing, and Telecine: Moving Picture Company (MPC)

VFX Supervisor: Thiago Porto

Colorist: Mark Gethin

Creative Director: Alvin Cruz

Flame Artists: Joey Deady + John Shafto

2D Lead: Rob Ufer

Executive Producer: Matthew Loranger

Color Executive Producer: Meghan Lang

VFX Producer: Aiste Akelaityte

Color Producer: Rebecca Boorsma

Sound Design: Heard City

Sound Engineer: Keith Reynaud

Asst Sound Engineer: Tom Morris

Executive Producer: Gloria Pitagorsky

Music: Future Perfect Music

Composer/Artist: John Connolly, Adam Hochstatter, Ben Pacheco

Arranger: Victor Magro

Song title: “Reach Out”

Executive Producer: Maxwell Gosling