The Ask: How do you convince men to consider a product that has been historically and exclusively marketed to women?

The Idea: I grew up swimming club. That meant swim caps, Speedos, the sharp sting of chlorine, and the clumsy, barbaric ritual of pubescent teenage manscaping. Looking back, those days spent awkwardly positioned over a bathroom sink were a primitive rite of passage. It was messy, it was dangerous, and it was time for an evolution.

The Work: An OOH-focused campaign that calls out the "barbaric" reality of traditional grooming. By questioning the methods and the madness behind our current routines, we challenge men to move past the blades and reimagine their relationship with their manscaping methods.