The Thousand Dollar Shave Society is an online retailer of ultra-luxury shaving products. It views shaving as a sacred ritual that is under attack from the inferior products of online shave clubs. The Make a Baby on Purpose challenge created a first-of-its-kind contest targeting the company's key demographic: men who are ready to shave with purpose, and thusly, men who are ready to make babies on purpose.
The challenge asked men and their significant others to go to babyonpurpose.com to predict the date, time, gender and weight of their yet-to-be-conceived child and then create that child. The couple that came closest to hitting their baby-making prediction won a lifetime supply of bragging rights and a majestic, handmade trophy. The campaign won a few trophies of its own. Most notably making it into issue 56 of the CA Ad Annual as an Integrated Campaign.