Wilkinson Sword builds 3D rain-activated foaming razor

‘Just Add Water’ by Recipe uses OOH to bring Wilkinson Sword’s new razor to life at Westfield London

Jeevan Georgina Hammond

Editorial Assistant Creativebrief


Creative agency, Recipe, has put together an unmissable out-of-home campaign for Intuition by Wilkinson Sword. Billboards across key retail sights display massive 3D razors to demonstrate a new, innovative ‘just add water’ feature.

The new 2-in-1 razor has a built-in shaving foam function. The ‘Just Add Water’ element means it produces shaving foam when the razor gets wet. To showcase the novel capability, Recipe created 3D razors protruding from billboards, which create foamy suds when it rains.

This special-build spot was launched at the popular UK shopping centre, Westfield London. Across the country, digital-out-of-home depicted the new razor’s function in a fun and literal way. Posters can be seen in 75 different locations in London, including eight shopping centres at highly visited spots like Manchester Arndale and Birmingham Bullring. With shoppers in mind, the ‘Just Add Water’ campaign posters were also located near Boots stores to create an easy pathway to purchasing.

Alongside the outdoor activations, the campaign will be promoted across paid social media activations on Meta and TikTok.

The work is the second experiential campaign for Wilkinson Sword by Recipe. The agency gained traction on the internet in September when it launched a CG giant foaming razor for the brand. For this second collaboration, it decided to take the former one step further and create a real-life OOH.

This experiential campaign sees Wilkinson Sword and Recipe showcase an innovative product in action, grabbing the attention of passers-by with the unmissable installation.

Related Tags

Experiential Retail OOH

Agencies Featured