We love a good marketing stunt. This month, we take our hats off to Gillette for creating a giant 70-metre portrait of Roger Federer in a field - and then shaving the tennis star's "beard".
Gillette, which sponsors Roger Federer, reproduced the tennis ace’s face on a field in London. The 2,800 sq metre image was created in grass using laser guided robots with high-precision technology. Seven different shades of green specialist grass paint were used to create Federer’s features – with 1,000 diluted litres of black and white paint being used to create a 5 o’clock shadow on his face.
The 70-metre portrait of Federer was then treated to a shave. The image was blasted with 1,000 litres of environmentally friendly and biodegradable foam before lawnmowers set to the task of "shaving" his "stubble".
Click on the images below to enlarge.
Gillette also appealed to its Facebook community to offer messages of support for Federer. Over the course of a couple of days, Facebook fans submitted more than 2,000 messages with one winner's piece of inspiration being added to the final design.
“Obviously I have seen myself on posters and on screen before but to see my face shaved into grass was a definite first for me!" says Federer.
To see Gillette’s biggest ever shave being created, click on the video below.
We throw down the gauntlet to Will King, the entrepreneur behind the King of Shaves brand, to beat this!