// off pitch
The campaigns the house builds to outlast the game.
How we work ALISSON × GILLETTEAlisson × Gillette, a Bicofino campaign. During the Qatar World Cup, goalkeeper Alisson traded his beard for a moustache shaped with Gillette for Novembro Azul, Brazil’s men’s health campaign (#bigodequecuida). The reel carries the campaign film; the cards show the Novembro Azul seal, the moustache in detail and Alisson with the Liverpool shirt.
ALISSON — NOVEMBRO AZUL
The moustache that cares
At Brazil’s World Cup opener in Qatar, Alisson, a WHO Goodwill Ambassador, swapped his iconic beard for a moustache, shaped with Gillette. The moustache is the symbol of Novembro Azul, Brazil’s fight against prostate cancer, and that is how the campaign took the pitch. In Gillette’s early results, the transformation spent 21 hours in Trending Topics across 5 countries (#2 in Brazil, #6 worldwide) and generated 228 press results in 39+ countries, with an estimated reach of 170 million+ people. Men’s health took center stage.