Gillette has celebrated the start of Wimbledon by creating its “biggest ever shave” on a 70 metre portrait of its brand ambassador and tennis star Roger Federer.
The shaving brand recreated Federer’s face in a London field using 4,000 litres of diluted paint in seven different shades of green.
It then went on to give Federer a close “shave” using 1,000 litres of environmentally friendly and biodegradable foam “shaved off” using lawnmowers.
It follows a similar project in the US earlier this year, when the brand recreated a billboard image of baseball legend Derek Jeter was “shaved”.
Prior to creating the Art-Attack style stunt, Gillette invited its Facebook fans to submit messages of support to the Tennis player ahead of the Wimbledon Championship. One fan’s message was included in the grass design.
Gillette brand manager Jared Regan says: “We are delighted to have been able to bring this idea to life. The high-precision technology involved in making it happen has some real parallels to our latest razor, the Gillette Fusion ProGlide. We were also keen to show our support for Roger at such an important tournament and alongside our Facebook fans we think there is no better way to do it.”