BIC promotes its Flex 3 Razor with the launch of ‘The Hipstervention’ via McCann, Melbourne


BIC Hipstervention hero (1).jpgBIC Australia has taken aim at the hipster beard with the launch of a campaign via McCann Melbourne, aptly named ‘The Hipstervention‘.

The campaign for the BIC Flex 3 razor 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.

Targeting 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 website, along with ways to identify the ‘Signs and Symptoms’ of ‘hipsterism’ as well as the ‘global effects’ ‘hipsterism’ has had.

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.

Says Hermann Jaaniorg, Shavers BIC oceania brand manager: “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.”

Says Pat Baron, executive creative director of McCann Melbourne: “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.”

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


Maisen Hall