FIRST SHAVE

Gillette has long stood as a symbol of a man's first shave, a timeless rite of passage marking the journey into manhood. For over a hundred years, we've been there for that pivotal moment. But we recognize that the path to this milestone varies for everyone. That's the heartbeat of 'First Shave' : celebrating the transition into manhood, embracing every unique story of becoming a man, with Gillette as the steadfast partner.

This campaign broke new ground by featuring the story of a transgender man, reshaping the image of one of North America's quintessential brands. 'First Shave' resonated deeply, sparking conversations and acclaim across the globe. It caught the attention of icons like Ellen, who shone a spotlight on it with a tweet. The film's impact was monumental: it earned a bronze Glass Lion, a first for a male-oriented brand, along with a silver Social and Influencer Lion at the 2019 Cannes Lions, and numerous other awards across international award shows.

Today, 'First Shave' continues to make waves in global media, celebrated for its groundbreaking and inclusive message. Also credits to Graeme Campbell and Logan Gabel.