Gillette Gives Roger Federer The World's Biggest Shave on Grass

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:




1. Gillette's UK Facebook Page

2. Adland.TV

Federer and Nadal Kick off the 2011 ATP Tour on Water Court

The ATP kicked off its 2011 World Tour by creating a memorable PR event that will generate millions of impressions. The ATP called on Roger Federer and Rafael Nadal to play a game of tennis on a water court in the Doha Bay (Doha is the capital city of Qatar).  

The PR event featured the world's two (2) highest ranked players playing a game of tennis while the sun set over the city of Doha. The event kicked off the 2011 ATP World Tour, which began this weekend with the Qatar ExxonMobil Open.

The stunt showcases how sports properties can leverage out-of-the-box locales to drive a significant amount of media impressions around premier events, key athletes, and season/product launches.

Check out some amazing pictures of the event that were posted on Roger Federer's Official Website (copyright of the ATP):