Better Than The Best

P & G (Gillette)

The Sunny Side won a competitive pitch to conceive and create the Gillette Singapore 2019 initiative with Olympic champion Joseph Schooling.

We identified a societal tension in Singapore where men are told from a young age that they need to be the best in everything. But is being the best really about individual glory or something more?

The work was covered by Mumbrella, Marketing Interactive and Branding In Asia among others.

Full 72s film
30s Cutdown