Outdoor ad: Gillette: BabyFace Texture Screen

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Beard fashion was bad for Gillette and for babies, whose only language of communication is touch. Research proved that soft warm contact is essential for development. We convinced dads to sacrifice their beards by launching the first-ever skin to surface haptics campaign. Haptic technology uses electrostatic forces to manipulate the friction between finger and screen. Our tablets featured in maternity wards, birth classes and baby-fairs enabling expecting parents to contrast the scratch of a beard stubble vs. a clean-shaven face, just as a baby would.