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Digital Installations


Entrant: Proximity Canada, Toronto
Limited Edition Fusion ProGlide Razor
"Light It Up"
  • Corporate Name of Client:
  • Agency Account Director:
    Christine Smith
  • Global Digital Planner:
    Collin Douma
  • Agency:
    Proximity Canada , Toronto
  • Executive Creative Director:
    John Gagné
  • Creative Director:
    Josh Stein
  • Art Directors:
    Michael Katzikowski
    Graham Ameron
    Eric Cicero
  • Interactive Producer - BBDO NY:
    Neely Lisk
  • Directors:
    Ricardo Rivera
    Phil Erney
    Josh James
  • Copywriter:
    Lins Ricon
  • Producer - Klip Collective:
    Larry Schwartz
  • Concept/Cultural Reference:
  • For over 100 years, Boston has been home to Gillette. But on the eve of the 2012 Summer Olympic Games, the city became more than just a home. Boston became a canvas. Equal parts science, nature, and digital art, Gillette literally lit up the sky in front of a live audience to show their support for Team USA, and to promote their limited edition ProGlide razor. The event was filmed and released on YouTube earning 417MM media impressions along the way. A demonstration that technology, innovation and ³great starts² are at the core everything Gillette does.