The City is your gym Gillette

Created at BBDO NYC


Get guys to see sweat as their ally, not their enemy.


Show guys that in order to look good they have to sweat during their workout. And with Gillette deodorant they can sweat all they want without the odor. To prove our point we created «The City is your Gym» campaign. We turned entire cities into gyms to show guys how to give everything, without the odor. This 360 campaign included: TV, a PR stunt, online, print, posters and a mobile app.


  • Published in Lürzer's Archive: Vol. 3-2013