Gillette staged the 'World's Biggest Shave' in New York whereby an image of brand ambassador, Derek Jeter, was 'shaved' over a 3 day period on a giant billboard in Soho. With the objective of driving brand favourability, the stunt generated, the stunt generated over 50 million opportunities to see. Intent on continuing the success and building on the momentum of the Jeter stunt, Gillette challenged it's UK agencies to create the next iteration of the 'World's Biggest Shave' featuring Roger Federer around the Wimbledon Championships.

Drive brand favourability.

Timed to coincide with the start of Wimbledon, Hill and Knowlton commissioned the design of a colossal 70m portrait of Federer sporting stubble was 'shaved' with lawnmowers and a giant version of Gillette's latest razor - The Fusion ProGlide. A 2,800 square meter image was created in grass using laser guided robots to plot over 14,000 mapping points, perfectly mirroring Gillette's precision engineering brand equity, to bring the environmentally friendly image to life. Gillette also engaged its Facebook community by encouraging fans to upload messages of support to Federer.

The campaign emphasised Gillette's association with Roger Federer whilst at his highest profile in the UK, generating over 300million opportunities to see.

The campaign brought Gillette precision engineering brand equity to life and provided a credible link between Federer and Gillette's core product offering; shaving.