Digitas/Boston and director Theodore Melifi of Gartner have teamed up to create a viral campaign for Gillette. The concept is based on a fictional advocacy group called the National Organization of Social Crusaders Repulsed by Unshaven Faces (NOSCRUF). NOSCRUF is a group of women aiming to intimidate men into being clean-shaven by refusing to shave their legs or arm pits. See the viral campaign at NoScruff.org.