Objective: Make the Avengers partnership with Gillette exciting for Amazon - without anything exciting.

 

Gillette was using its partnership with Avengers to secure incremental display during the late spring time period. But the brand needed to attack ecommerce from a different angle - specifically since there would not be special packaging through Amazon. My team overlaid multiple Gillette product benefits with a specific Avenger's superpower and created content that not only played into any fan's love of the Avengers franchise but also delivered specific product benefits in a way that felt entertaining versus intrusive.