Remington was a brand with a massive portfolio and absolutely zero brand presence. At best, people knew them for an old ad from the 70s where a guy called Victor Kiam ‘liked them so much (he) bought the company’. A positioning was needed that pulled together their entire product offering, from women’s haircare to men’s shaving and everything in between. Initial films were directed by Andy Morahan (music video legend who shot Guns ‘n Roses ‘November Rain’) and photographed by the brilliant Sam Robinson.

“How the world gets ready’ was a global brand re-positioning that resonated with customers everywhere from the UK and Europe to the Far East and North and South America, increasing Remington market share consistently for over a decade.