Schick was a distant number two when they launched the Quattro Titanium. Clearly the brand was not "the best a man could get". So we tried to have a little fun. After all it was only shaving and we were talking to guys 18-34.

Hence the Schick Shave Lab was born. Part science. Part slapstick. Part sex.

In a wild three day shoot in Prague we banged out a tv, print, and digital campaign, learned our main talent couldn't read English, and got to work with several very friendly Miss Czechoslovakias.

Fortunately, the work was well received by the target. The Schick Quattro Titanium won new product of the year and stole 7% incremental market share from Gillette.