Philips Canada has begun a campaign called "Sculpt your Look" to promote its line of shaving and grooming products. The initiative, developed by Tag Idea Revolution of Toronto, is aimed primarily at young men who are new to shaving. The campaign makes use of a contest conducted via Facebook, which consumers can enter by submitting photographs of their personal grooming styles. Public voting will determine the winner, who will receive a sculpted bust of himself. In addition, the top 50 photographs will be includes in a photo book to be called Hall of Groom. The effort also includes campus and shopping mall events, as well as print and online advertising. "We are going beyond the typical contest to speak to our target in ways that will truly engage and entertain," said Fabio Orlando, chief creative at Tag. "A commissioned sculpted bust of the winner was the manifestation of that thinking. It's new, fresh, and has just the right amount of ego gratification. No trips, no cars or anything else that feels unattainable, simply a prize that promotes self-realization and encourages our audience to express themselves through grooming."