Project Body Hair — a new campaign for female body brand, Billie. Celebrating body hair as a choice, the campaign makes history, with Billie becoming the first razor brand to ever show hair in a razor ad. The campaign soft-launched in Times Square on June 21, 2018.
As creative director of the brand, my role was to lead the campaign creative. With body hair as hero, I themed the shoot 'fuzz', forming direction for the campaign's styling, props, location, wardrobe and copywriting. From pom poms and fluffy socks to prickly plant life and brushed out perms, we made 'fuzz' a little more fun.
The campaign launched with a 55-second video co-directed by Ashley Armitage with music by Princess Nokia. Within 24 hours the video reached over a million views and went viral.
Stills were shot by photographer Luca Venter as well as Ashley, serving as campaign hero imagery and subsequently as part of an open source image library launch, created to extend the campaign's efforts to 'make the internet fuzzier'.
The video has since had over 22 million views, over 2 billion earnt impressions in 23 countries and is the top performing post ever on @beigecardigan
Winner of 2019 Webby Award for Advertising, Media & PR — Brand Strategy
Winner of 2019 D&AD Wood Pencil
See more at MYBILLIE.COM or at PROJECTBODYHAIR.COM
Featured on:
BBC News
It's Nice That
Buzzfeed
Dazed Digital
AdWeek
Nylon
Refinery29
Hypebae
Glamour
Today.com
Harper's Bazaar
AdAge
InStyle
Racked
Bustle
Byrdie
SHOT BY LUCA VENTER
SHOT BY ASHLEY ARMITAGE
This post-launch press case study (produced by Marie Rönn and Tim Cairns)
was put together as a summary of the overwhelming campaign support.
Credits:
Role — Creative Director
Art Director — Katie Minchak
Video Director — Ashley Armitage
DP — Andrew Maso
Photography — Ashley Armitage and Luca Venter
Creative Director/Copy — Marie Rönn, Tim Cairns