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