Gillette / EA – Champions of Gaming Tournament

In an effort to appeal to young male video game enthusiasts, Gillette partnered with EA Sports and Xbox to deliver the international Gillette / EA – Champions of Gaming Tournament. The Tournament is a skill-based promotion allowing consumers (from Spain, France, Italy, the United Kingdom, Australia, New Zealand, Singapore, Korea and the United States) to register and compete on Xbox live for the right to play head-to-head against one of the Gillette Champions in a select EA Sports title at a live event in Orlando, Florida in February. As if getting to meet and compete against the likes of Tiger Woods, Derek Jeter and Roger Federer isn’t reward enough, participants will also compete for bragging rights to be named the Gillette Champion of Gaming. (And to date, over 100,000 gamers have thrown their hat into the ring, registering via their Xbox game consoles).

In support of the Tournament, Proximity Canada partnered with BBDO New York to develop a TotalWork campaign featuring the digital Gillette Champions. The partnership includes a campaign microsite ( that allows visitors the chance to create their own 3D-animated avatar and ‘Host their own Press Conference’ or the chance to ‘Star in their own Times Square Billboard’ in New York City.

For four consecutive Saturdays (ending November 29th), consumers’ avatars will be featured on a 4-storey tall EA Sports game box cover above the NASDAQ and Reuters signs in Times Square. They will be notified by email when their avatar will appear in Times Square and then sent a picture of their billboard to keep and share.

Proximity Canada developed the creative and concepts for the avatars, billboard, press conference and online ads. BBDO New York handled the mass advertising; Oddcast provided the technology that powered the billboard; Times Square 2 was the billboard company and MediaVest did the media buy.

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