Gillette recreated Federer’s face in a London field using diluted paint in seven different shades of green, then covered it in foam and shaved it off – using lawnmowers. The stunt also involved social media; Facebook fans were invited to submit messages to Federer, one of which was included in the grass design.
High precision grooming on a grand scale. Gillette created and then shaved a giant image of tennis ace Roger Federer in a field in London.
The 2,800 square metre environmentally friendly image was created using 100% biodegradable green specialist grass paint. A 1,000 litres of biodegradable and non-toxic foam was then used to lubricate the high precision shave.
Director: John Pereira
Production: The 10 Group
Execution: Street Advertising Services