Gillette Gaming Alliance

Reviving a gaming community.

Gillette was no stranger to the gaming community, with its Gillette Gaming Alliance – a roster of streamers who are brand ambassadors for Gillette. However, approaching NewGen meant that we were able to revive and engage the GGA community.

A new identity.

Our mission was to create the best-equipped community of gamers in the world. So we sought out the viral moments and places that gamers connect with and placed Gillette at the forefront.

Starting with an activation at Gamescom, taking our tight-knit community of creators and streamers to announce the partnership launch. Being on the ground at one of the biggest gaming events meant we reached wide gaming audiences, ready for the next stage of our partnership.

Welcoming in a fresh new year with a fresh new style, we launched the rebrand of the Gillette Gaming Alliance at the start of 2024. With a new visual identity and a refresh of strategy, we were able to generate razor-sharp results.