360° activation campaign with ambassadors.
Concept · Design · Social · Print · Digital
For us hockey fans, this collaboration was a gift from heaven!
The goal: to lift the new Hybrid Flex 5 razor to the top of the podium, aided by two major ambassadors: hockey champions Victor Wegnez and Alexander Hendrickx! And without using the repetitive razor clichés typical of this type of product.
Around the slogan 'A Champion's Performance,' we featured Victor and Alex, aligning their performances and values with those of Bic and its razors: precise, efficient, surprising... and simply high-performing!
The success of this campaign earned us some delightful extensions. We used it to devise other concepts surrounding the national team's performances, culminating in a spectacular shaving foam fight between Victor and Alexander on TikTok!
The success indicator of this campaign? The enthusiasm, good spirits, and camaraderie we experienced with our two ambassadors!
Expertise involved
The challenge
Put a new razor on the top step of the podium, without the clichés of the category.
Our answer
The line “A champion’s performance” and two ambassadors whose values match the product: precise, effective, surprising. A campaign rolled out in social, print and digital.
What we keep
Extensions around the national team, and a chemistry with the ambassadors that showed on screen.
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