We were asked to raise awareness of a sponsorship of Federer before Wimbledon with no access to the greatest tennis player of a generation. The answer, take 3000 litres of paint, 2800 sq metres, 1000 litres of foam and a rugby pitch and get creative. We mapped out Federer on our pitch and proceeded to paint his unshaven face into the grass, all recorded from above.
The end of the film sees a giant Gillette Proglide remove foam from our face to reveal a clean shaven legend. The result: 80 items of global broadcast coverage, 290,000 You Tube hits in one week (over half a million views in total) and editorial placement of video on 30+ websites & global TV. The campaign drove thousands of views and likes on Facebook and increased conversation with Gillette’s target audience.