Gillette BabyFace haptic tablet experience - case study (Israel)

Beards are bad for babies, whose only language of communication is touch, coincidentally it's also not great for Gillette because you don't wear out your razor as quickly....Research has proven that soft warm contact is essential for baby development. So, how do you convince dads to sacrifice their awesome beards? By creating a skin-to-surface Haptics campaign.

Haptic technology uses electrostatic forces to manipulate the friction between finger and screen.

"Our tablets featured in maternity wards, birth classes and baby-fairs enabling expecting parents to contrast the scratch of a beard stubble vs. a clean-shaven face, just as a baby would." said a spokesperson from Grey Tel-Aviv

Advertiser: P&G

Advertised brand: Gillette

Advert title: BabyFace haptic texture tablet

Advertising Agency:  Grey Tel-Aviv (ACW) / Mediacom Connections

Chief Creative Officer: Tal Riven

Creative Director: Moti Rubinstein

Copywriter: Shay Chikotay

Art Director: Oren Alster

SVP Account Director: Shai Almagor

Regional Communication Planning Director: Gilad Kat

Mediacom Client director: Shimi Hamias

Head of planning: Dana Wolfsfeld

Head of production: Gal Yaakov

Photographer: Ariel Van straten

CEO, Tanvas: Greg Topel

Texture design, Tanvas: Jamaal Hollins

Chief scientist, Tanvas: Mondher Cherif

Producer: Israel Revach

Published: June, 2017