We were asked to raise awareness for Gilette’s new sponsorship of Roger Federer before Wimbledon with no access to the greatest tennis player of his generation. The answer: take 3000 litres of paint, 2800 sq metres of ground, 1000 litres of foam, a rugby pitch and get creative. We mapped out Federer’s outline 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 Pro-glide remove foam from the face to reveal a clean-shaven legend. The result: 80 items of global broadcast coverage, 290,000 YouTube 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. Most importantly, we loved making this project due to the immense amount of paint involved!