Category: Business and Management Module: International Marketing Commucations Essay working title: A 'biography' of Gillette advertising campaign

(historic) Word count: 3500 Level: Master's Referencing style: Harvard References ARE NOT included in the word count. The individual course assignment requires you to write a biography of a significant advertising campaign, either contemporary or historic. (IN OUR CASE - HISTORIC) In this project be both narrator and analyst tell the history of that campaign, dissect it. How did it work? What were the key elements? What was the strategy? In what way was the campaign innovative and what were the key creative ideas? What kind of impact did it have? You must subject the campaign to critical review and the illumination of theory. Where possible provide the operational details as well eg media mix, media scheduling and budgets. Note that the campaign does not have to have been a success; we often learn as much from failure in fact. Nor does the campaign have to originate in this country- it can have run in a country more familiar to you. Examples of such campaigns: Benetton, Guinness, Calvin Klein, Nike, Burberry, Dasani, Johnnie Walker, Levi. There is no the right structure for this project. Hovewer, the paper should contain standard sections, such as introduction, conclusion, analysis, strategies, results etc. Reference, where appropriate and take into account ALL THE NECESSARY questions/sections listed above The literature review section IS NOT NEEDED for this paper, as it's supposed to

be a narrative and analitical story/biography of Gilette advertising campaign.