Bic Promo WTF! INSANE HUMAN CURLING by Buzzman Paris

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Industry Shaving
Media Promo & PR
Market France
Agency Buzzman Paris
Director Keith Schofield
Art Director Louis Audard, Régis Boulanger
Copywriter Romain Repellin, Tristan Daltroff
Account Supervisor Thomas Granger, Christelle Delarue
Released April 2011

Credits & Description

Category: Fast Moving Consumer Goods (not including food)
Advertiser: BIC
Product/Service: BIC FLEX 3
Date of First Appearance: Apr 11 2011
Entrant Company: BUZZMAN, Paris, FRANCE
Entry URL:
CEO and Creative Director: Georges Mohammed-Cherif (BUZZMAN)
Account Supervisor: Thomas Granger (BUZZMAN)
Account Supervisor: Christelle Delarue (BUZZMAN)
Account Manager: Olivier Lopez (BUZZMAN)
Copywriter: Tristan Daltroff (BUZZMAN)
Copywriter: Romain Repellin (BUZZMAN)
Art Director: Louis Audard (BUZZMAN)
Art Director: Régis Boulanger (BUZZMAN)
TV Producer: Vanessa Barbel (BUZZMAN)
TV Producer: Elodie Jonquille (BUZZMAN)
Digital Producer: Mélanie Rohat-Meheust (BUZZMAN)
Digital Producer: Laurent Marcus (BUZZMAN)
Community Management: Nicolas Mirguet (BUZZMAN)
Community Management: Alexandre Lemerle (BUZZMAN)
Community Management: Wale Gbadamosi (BUZZMAN)
Film Production: (CAVIAR CONTENT)
Director: Keith Schofield
Web Production: (GROUEK)
Media placement: Internet film - - 11th April 2011

Describe the objective of the promotion.
Objective : Promote the new Bic Flex 3 disposable shaving razor.

Describe how the promotion developed from concept to implementation.
First, we sent customized tee-shirts to 20 influential bloggers of different domains (sport, videogames, marketing...). Articles were written and the virality of the campaign began. The video was shared on social networks like Twitter and Facebook and even on French TV.

Explain why the method of promotion was most relevant to the product or service.
What better way to demonstrate the smooth moves than with a completely shaved man in a swimsuit sliding facedown on a sheet of ice? The video has more than its share of juvenile humor to make it a pass-along sensation.
The game is Human Curling. It’s an á la carte campaign with a humorous video, advertgame, sweepstakes, and Facebook presence. We want to show that BIC’s Flex 3 razor has a “surprisingly smooth glide” with every shave.

Describe the success of the promotion with both client and consumer including some quantifiable results.
Results in 19 days :
900 000 views on Youtube
23 000 shares on Facebook (shares, likes and comments)
1 400 online articles
4 national TV coverage