o create a campaign that encourages men to let go off their disposable razors and purchase the Fusion shaver in Puerto Rico, Gillette, the razor company, accessed pitches from creatives across 21 countries. The initial idea for the campaign, came from Live 1, an agency in India which came up with the tag line and idea � 'She knows the difference'. This idea was further developed by a Slovenian student, an American creative director and a photographer from UK. The winners of the pitch were awarded $ 1,000 each.

This feat was achieved through OpenAd.net, the one year old Slovenian online market which is in the business of buying and selling ideas for creating ads and ad designs. The concept is being tried in the US.... more