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Wilkinson Sword Goes Back to its Roots for Latest Campaign

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MullenLowe London launched the spot focusing on three men as they prepare for a key moment in their life

Wilkinson Sword Goes Back to its Roots for Latest Campaign

MullenLowe London has today launched a new campaign, ‘The Moment Before The Moment’, for renowned razor brand Wilkinson Sword.

The campaign focuses on the heritage of the brand and how it has helped men sharpen their style for nearly 250 years. The new film journeys through time to significant moments in the lives of three different men, as they prepare for – and experience – key events.

MullenLowe worked in partnership with Blur films to produce the campaign creating an epic and cinematic feeling, bringing to life the idea with drama and flare. 

Media is being handled by Wavemaker and launches today (Monday 20th January) across TV, digital, social and print in the UK, France, Germany, Poland and nine additional Central European and Eastern European markets.

John Dean, creative director at MullenLowe said: “Since 1772, Wilkinson Sword has become synonymous with blades of superior quality. Drawing on this heritage allowed us to portray the importance of looking your most stylish particularly at significant moments in life. This, in turn, elevates the shaving moment – the moment before the moment – and the brand in our shaver’s minds as one that they can trust.”

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Agency: MullenLowe


Chief Creative Officer: Jose Miguel Sokoloff

Creative Director: John Dean

Creative Director: Gary Marjoram

Global Business Director: Rebecca Harrison

Global Account Director: Gavin Fullick

Global Account Manager: Alice Pelly

Global Strategy Director: Richard Kelly

TVC Producer: Barney Ferguson

Print Producer: Maria Singh, Hettie Rifkin

Digital Producer: Jemma Hamid

Designer: Dominic Scriven

Digital Designer: Chris Davey

Retouching: Pete Stedman

Photographer: Martin Sonzogni

Production and Post Production

Production and Post Production Company: Blur Films

Director: Martin Jalfen

Director of Photography: Kiko De La Rica

Producer: Xoan Cornide

Editing house: Metropolitana Madrid

Editor: Lucas Nolla

Sound design: Vaudeville Sound

Lead sound: Luke Hatfield

Music company: Concord Music

Music negotiated by: Stephen Phillips

Composer: Sean Redmond

Record Company: Ethos Music


Marketing Director Europe: Jochen Schmitz

Regional Segment Manager: Jil Lambert

Europe Segment Head Mens Shaving: Celine Solladie

Marketing and business development director MEA: Clothilde Martin

UK Segment Manager: Male

Genres: Dialogue, People

Categories: Beauty & Health, Shaving

MullenLowe Group UK, Mon, 20 Jan 2020 16:28:13 GMT