Gillette Odor Shield - The City is My Gym

Copywriting

To re-launch Gillette's Odor Shield deodorant, we wanted to prove that it was built for the modern trainer, allowing you to give everything, yet smell like nothing, to confidently work out anywhere. So we encouraged men to take their workouts into public places and turn their cities into gyms. This international campaign included film, online workout tutorials, print, and live events in three major US cities.

In film, we introduced the campaign with a race between a runner and a friendly taxi driver.

Posters for three 'city gyms' were created in support of the live events. Each celebrating the unique personalities of New York, Chicago, and San Francisco.

Make sure to check out the case study video at the bottom of the page to see how it all tied together.