We’ve recently detailed the brand ‘smoothness’ of Tennis Ace Roger Federer, but in the midst of the Wimbledon Grand Slam fortnight, Gillette have nodded to Wimbledon’s grass surface and used a field as a canvas to showcase Federer’s ultra-smooth face.
A 2,800 square meter image of his face is painted on a field of grass using laser guided robots then foamed up and shaved. A dedicated piece of creative involving 4,000 tins of diluted paint, 7 different shades of green, and 1,000 litres of environmentally friendly and biodegradable foam. They included a message from a fan generated from Gillette’s Facebook community.
A giant face in a field. Is this a spectacular addition to the Federer brand image of all-round cool? Or is it just daft?