Outdoor marketing splash by Gilette

Last year, Gilette made a very special outdoor-campaign in the USA, called “The world´s biggest shave”.

They produced a 40 feet high billboard on a building in New York that featured the portrait of the baseballer Derek Jeeter. It was repainted daily to reflect various stages of men’s grooming.

With this project Gilette wanted to demonstrate the outstanding performance of their shaver.

Some month later, prior to the Wimbledon, Gilette created another giant shaving stunt. This time they produced a huge grass portrait of the tennis star Roger Federer in the size of a football field. 

Just have a look at the video, then you´ll see how this great portrait was created and carefully shaped afterwards:

This campaign also involved the social media platform Facebook. At the bottom of the picture, fans have been invited to visit their facebook page. By liking their page, people are able to watch the video and to post messages to Roger Federer.

The results of the Roger Federer campaign were really successful. Gilette achieved over 250.000 video views just after 6 weeks. There was also a huge media coverage e.g. in newspapers, the metro and in TV programmes. 

I think these two campaigns are awesome! I appreciate that they are impressive, creative and something special. I think they have been a  big success for Gilette, because with this marketing splash they attracted the attention of a lot of people.

Peolpe like these campaigns and they will keep them in mind for a long time. I think they´ll also carry over the likability of the creative campaigns to the brand.

Rebecca Engesser