Schick needed a way to engage a younger male demographic in a very competitive marketplace – in the hopes to gain market share and increase social presence. Second City Works took the brand brief and through a strong consumer insight created an illness “Becoming My Dad Syndrome” or BMD. Our video series followed young men as they discover and treat their BMD symptoms – by getting rid of their father’s brand of razors and becoming their own man. The team at Schick could not believe the results. With over Over 5MM campaign views and over 22,000 Likes on Facebook, the BMD campaign was a smashing success.