Video

International Keynote: Sharp AF – Why Dollar Shave Club is Investing So Much in Creativity

“Are the blades any good? No. Our blades are fucking great!” And so, in 2012, an empire was built in part off the back of a completely irreverent video featuring the founder Michael Dubin. Ever since, Dollar Shave Club has continued to market its products with outlandish and entertaining marketing strategies including the 2016 video series, ‘What the FAQ.’ Look it up on YouTube, it’s worth it.

It’s not only the executions that are outlandish, but its methodology for creation is also unique as well. Dollar Shave Club has never relied on external agencies. Instead, its campaigns are done by its in-house creative team, led by ECD Matt Knapp, who has a long history in agencies including senior positions at Anomaly, DDB New York, and DDB Sydney.

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