Cutting-edge
sports sponsorship

Overview

We were asked to raise awareness of Gillette’s new sponsorship of Roger Federer before Wimbledon with zero access to the greatest tennis player of his generation.

We took 3,000 litres of paint, 2800 square metres of ground, 1,000 litres of foam, a rugby pitch and got creative.

We created a 70 metre portrait of Roger Federer’s face using diluted paint in seven different shades of green, then covered it in environmentally friendly and biodegradable foam and shaved it off – using lawnmowers – and recorded it all 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 stunt also involved social media; Facebook fans were invited to submit messages to Federer, one of which was included in the grass design.

Results

Widespread awareness

The campaign drove thousands of views and likes on Facebook and increased conversation with Gillette’s target audience.

+290,000

YOUTUBE HITS IN ONE WEEK

+500,000

TOTAL VIEWS

+30

TV AND EDITORIAL
PLACEMENT

+80

PIECES OF GLOBAL
COVERAGE

Disciplines

Corporate consultancy
Stakeholder engagement
Social consultancy
Content curation and production
Media relations
Multimedia distribution

Sector

FMCG

Further projects
  • Genpact

  • adidas