Gillette Rio Olympic Campaign
Connecting Chinese fans with Olympic swimmer Ning Zetao through a Guinness World Record-setting 360 campaign that engraved fan messages onto Gillette razor blades.
Procter & Gamble (P&G)
Creative Direction, Integrated Strategy & Production Governance
360 Campaign, Guinness Record Installation & Documentary Film
Guinness World Record, Brand Awareness Boost & Viral Fan Engagement
Overview
To leverage Procter & Gamble's sponsorship of Chinese Olympic swimmer Ning Zetao for the Rio Olympic Games, Gillette launched an ambitious multi-phase campaign to rally fans across China. The objective was to build emotional momentum behind the gold-medal contender while effectively driving product awareness for Gillette's grooming lineup. We engineered a comprehensive 360-degree campaign that seamlessly integrated social engagement, custom machinery engineering, experiential events, and digital storytelling. By turning individual fan messages into a tangible, record-breaking piece of art, the initiative created a deeply personal connection between the athlete, the brand, and millions of supporters.
The Challenge
The primary challenge was balancing two distinct objectives: driving commercial product promotion while authentically rallying emotional fan support for Ning Zetao. Additionally, engaging Chinese consumers in an Olympic event happening half a world away in Brazil required a compelling narrative structure that could sustain high engagement across multiple digital and physical touchpoints.
The Solution
We executed a strategic three-phase 360-degree campaign. Phase One collected cheering messages from fans via a dedicated digital platform. In Phase Two, we assembled custom laser-engraving machinery to etch tens of thousands of individual fan messages directly onto Gillette razor blades, constructing a massive portrait mosaic of Ning Zetao that achieved a Guinness World Record. Finally, Phase Three presented Ning Zetao with a special gift box containing the engraved blades, awarded lucky fans exclusive campaign prizes, and released a documentary-style "Making of" film to maximize viral touchpoints.
What We Delivered
Dedicated Digital Campaign Platform
An interactive web experience designed to collect fan messages and drive nationwide social participation.
Guinness World Record Mosaic Installation
Custom laser-engraving machinery and production to etch messages onto tens of thousands of razor blades, creating a record-breaking mosaic portrait.
Experiential Event & Athlete Presentation
A high-profile activation presenting the personalized blade box to Ning Zetao alongside consumer reward distributions.
"Making Of" Campaign Documentary
A behind-the-scenes video capturing the hardware engineering, mosaic build, and emotional athlete delivery for viral distribution.
Key Learnings
Engaging audiences in a distant global event requires a meticulously designed 360-degree strategy backed by unwavering creative governance. Having a single creative lead direct the entire pipeline—from custom hardware assembly and digital platforms to event management and film production—was essential to maintaining absolute narrative consistency and technical excellence across every touchpoint.
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