Winner of 7 Cannes Lions
“I have been a writer and creative for a long time, but I struggle to find the right way to communicate how much Rudi has done for our agency. This project became Handle with Care. What started as a highly unlikely creative experiment that was “impossible” to get done (in the words of our client) has since become the most significant piece of creative in years on Gillette and lead to the most innovative new product in decades. 7 lions (3 Gold). 4 gold Clios. Invention of the year Time magazine. Fastest new product to shelf in P&G history. The accolades are endless. Not just in the advertising world, but in the real world.
The work Rudi did was instrumental in achieving this incredible result. The film he shot with the Rex family was so heartfelt, genuine and respectful, that it reduced CEO’s, CFO’s and CMOs to tears. We were lucky to be in the room with him on that critical day to launch this project. We hope to be lucky again in the future.”
Leo Savage Global ECD Grey
Leo Savage
ECD/P&G European Creative Director, Europe