THE BRIEF
The Joy Razor is a little win for women who just want to shave and then move on with the rest of their day.
We were tasked to create a super-sharable pop-up to launch Gillette’s newest razor brand, Joy, as a collaboration between joy and Popsugar.
OUR IDEA
We took the idea of Joy and created a choose-your-own-adventure mechanic that directed guests through a day full of “small wins” like singing in the shower and nailing your makeup in the morning.
Each of these small wins led guests through a day of surprises that finished with a big win where guests took home Gift Cards from Salt&Straw, UBER, Alfreds and AMC.
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TOTAL PHOTO MOMENTS
500 +
VISITORS OVER 2-DAY PERIOD
