3-day stubble was in fashion, so Gillette needed to increase the frequency with which young people were shaving. We suggested they lead an initiative for social awareness, creating a documentary that revealed the problem. The viral film pointed to the foundation’s website and clinic, www.ayudalhombrelija.com (help the sandpaper man) and the product-treatment kits we created for mild, severe, and critical cases. We also developed a PR campaign to spread the expression «sandpaper man» in society.