Gillette created a marketing splash in London prior to Wimbledon by creating a giant grass portrait of a freshly shaven Roger Federer in a pasture the size of a football field. Gillette called on a firm called Street Advertising Services to create the massive shaving stunt, which required 3,000 liters of biodegradable green specialist grass paint and 1,000 liters of foam.
After painting Federer's face in the pasture, the team of artists gave him the Pro Glide treatment by mowing/shaving it off, creating a terrific illustration for consumers worldwide to enjoy. Gillette drove additional consumer excitement by allowing fans at home to submit messages of support to Federer for the chance to have their message included in 10-foot-high letters underneath the grass portrait. The winner, Ryan B., saw his quote, "Go on my man, the world is yours to own!" depicted in the stunt.
The Federer marketing stunt is part of Gillette's efforts to break their own record for the World's Biggest Shave in 2011. In January, the company lathered up and shaved an image of Derek Jeter on a 40-foot high billboard in New York City.
Check it out below: