The project began with a straightforward request from Gillette, who, as the official sponsor of the Winter Olympics in Beijing 2022, needed a video and key visual assets due to budget constraints.

The Winter Olympics generated a lot of excitement, and we believed we could create something even more impactful. After several brainstorming sessions and discussions with the team, we identified a shared spirit between the Gillette brand and the Olympics. This insight led us to develop a more expansive campaign idea, which we successfully pitched to the Official Olympic Committee.

The campaign made a significant impact throughout the Winter Olympics, becoming a trending topic on Weibo, sparking conversations among Olympians, and generating substantial ground-level engagement. It also received extensive free media coverage from CCTV, further amplifying the campaign’s reach. By the end of the Winter Olympics, the campaign had delivered impressive results for the Gillette brand, and the concept is set to continue through to the next Winter Olympics.