BIC Razors Want To Save The World From Hipster Beards

BIC Razors Want To Save The World From Hipster Beards
SHARE
THIS



BIC Australia has taken aim at the hipster beard with the launch of a campaign aptly named ‘The Hipstervention’.

The campaign for the BIC Flex 3 razor, created by McCann Melbourne, aims to save the world from the hipster beard and came to life via a Facebook page and an unbranded website, which amassed a community of over 20,000 followers over the course of a month, driven by engaging social content.

Targetting 18- to 34-year-old men, the campaign asks them to hold a ‘Hipstervention’ for a friend they have lost to hipsterism.

Two thousand free ‘Hipstervention’ kits are available from thehipstervention.com website, along with ways to identify the ‘Signs and Symptoms’ of ‘hipsterism’ as well as the ‘global effects’ ‘hipsterism’ has had.

https://www.youtube.com/watch?v=CHyYzp8DZco

The campaign has been active on social media for over a month with the Facebook and Instagram accounts garnering over 20,000 followers. Promotional activity in the past month has engaged over 2.5 million people, including 55% of the total target audience in Australia.

The campaign is part of a broader brand re-appraisal strategy to support the strong retail performance of BIC Flex 3 and make the BIC brand relevant for the Australian target market.

The Hipstervention social campaign is supported by print, street posters, POS, OOH and direct mail.

Hermann Jaaniorg, Shavers BIC Oceania Brand Manager, said: “This campaign marks a fresh approach for BIC as we contemporise our brand in Australia. The Hipstervention enables us to do so in a tongue-in-cheek fashion, which we hope will resonate well with our target.”

Pat Baron, executive creative director of McCann Melbourne, added: “I used to worry for hipsters, now I feel sorry for them. Ironic beards have taken the face from a generation. BIC is saving a generation one shave at a time.” 

CREDITS

BIC Australia New Zealand
Marketing Director, BIC Asia Pacific: Gregoire Mantoux
Brand Manager, Shavers BIC Oceania: Hermann Jaaniorg

McCann Melbourne
Executive Creative Director: Patrick Baron
Associate Creative Director: Ben Davis
Art Director: Ryan Clayton
Copywriter: Patrick Trethowan
Editor: Patrick Jennings
Managing Director: Adrian Mills
Business Director: Alec Hussain
Senior Account Manager: Alex Haigh
Digital Director: Tony Prysten
Associate Digital Producer: Allison Snow
Social Lead: Chris Baker
Digital Designer: Kenneth Sahoury
Head of Broadcast: Victoria Conners-Bell
TV Producer: Anne Comber

Production

Airbag
Director: Aaron Wilson
Executive Producer: Robert Stock
Production Manager: Johanna Rayner

Dirty Puppet
Animation: Cameron Gough

Illustration
Maisen Hall

Photography
Chris Budgeon Photography

Please login with linkedin to comment

adam ransom Havas Sydney

Latest News

person using mobile application on smartphone, abstract close up of hands
  • Technology

Mobile Advertising Company Kargo Announces New Hires Following H1 Growth In APAC

Kargo has today announced several major growth milestones across the APAC region for the first half of 2021, more than doubling H1 revenue year-over-year with 115 per cent growth. Kargo also ran 41 per cent more campaigns in the region than in H1 2020 and the average campaign size increased by 32 per cent over […]

Hootsuite Acquires Conversational AI Platform Heyday
  • Technology

Hootsuite Acquires Conversational AI Platform Heyday

Hootsuite has today announced its acquisition of Heyday, a Montreal-based conversational AI platform that enables brands to deliver personalised customer experiences through 1:1 messaging conversations. Commerce is rapidly moving onto social and messaging platforms. Hootsuite, a pioneer in the social media management category, has the largest customer base in the industry and with this acquisition […]

Officeworks Partners With Canva
  • Campaigns

Officeworks Partners With Canva

B&T's a huge fan of the Officeworks shopping experience, but just throwing it out there about possible $1 hot dogs?

PRIA Announces National Conference
  • Marketing

PRIA Announces National Conference

Public Relations Institute announces national conference. Sadly, Roxy won't be speaking on unwanted doorstep excreta.

EATIVITY Founder Moira Geddes Becomes First-Ever Micro-Publisher To Take Part In IAB Mentorship Program
  • Technology

EATIVITY Founder Moira Geddes Becomes First-Ever Micro-Publisher To Take Part In IAB Mentorship Program

Moira Geddes, founder and director of independent food publication EATIVITY has been handpicked by IAB Australia to become the first ever micro-publisher to take part in its Mentorship Program, highlighting the important role that specialised custom digital sites play within the country’s media landscape. EATIVITY aims to keep consumers in the know and help small […]

Hivestack Appointments Ichiro Jinnai As President, Japan
  • Advertising

Hivestack Appointments Ichiro Jinnai As President, Japan

Hivestack, the global ad tech leader in programmatic digital out of home (DOOH) advertising, today announced the appointment of Ichiro Jinnai as president, Hivestack Japan. Jinnai will be responsible for driving the regional strategy, direction and expansion of the Hivestack platform in Japan. “I am beyond thrilled to welcome Ichiro Jinnai to the Hivestack family,” […]

LENS Technology & Analytics Appoints Nikhil Elayat As Business Director
  • Advertising

LENS Technology & Analytics Appoints Nikhil Elayat As Business Director

Audience measurement platform LENS Technology & Analytics has appointed Nikhil Elayat to Business Director to fast-track growth opportunities across Australia and New Zealand. Elayat (pictured) joins from New Zealand’s largest independent advertising agency, Stanley Street, where he was head of advertising technology. He played a pivotal role in building adtech functions within the performance team […]

Burnet Institute Launches How Science Matters Podcast
  • Media

Burnet Institute Launches How Science Matters Podcast

Australian medical research institute, The Burnet Institute has launched, How Science Matters podcast. The informative podcast will be co-hosted by former ABC Radio journalist Tracy Parish and Burnet institute director and CEO Professor Brendan Crabb AC. Crabb is also a microbiologist, malaria researcher and will share his knowledge on contagious diseases. How Science Matters was […]

D&AD & Google Launch Shift In Sydney
  • Advertising
  • Media

D&AD & Google Launch Shift In Sydney

This extols "turning your passion into your profession". Unless your passions are dancing dachshunds or roller limbo.