Argentine football is known for its passion — but also for its roughness: tackles, elbows, friction and constant physical contact. With Philips Shavers, we set out to redefine that narrative and propose a new way of experiencing the sport, inviting fans to “give Argentine football a better face.”

Under the concept “Rough (Ásperos)”, we developed a fully integrated campaign starring football legends Leo Ponzio and Fabián Cubero as ambassadors of change. The campaign combined TV spots, out-of-home, point-of-sale activations, press, digital content, and a special segment on the show Pasión por el Fútbol.

The campaign successfully sparked conversation, amplified the message across media and platforms, and strengthened Philips’ positioning as the category leader, delivering a direct impact on sales, market share, and brand visibility.