Hipsters are lazy. They don’t shave. Face fur has reached epidemic proportions as the hipster phenomenon has spread to the would-be cool and then to the “Yay, I have an excuse to look scrappy” set.
Remember mullets? Something had to be done.
And McCann has done it. With Bic Australia staunchly at its side.
McCann has helped BIC Australia to save the world from the hipster beard with its campaign called, The Hipstervention.
Pat Baron, executive creative director of McCann Melbourne, noted, “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.”
The campaign launched its attack from a Facebook page and an unbranded website.
The campaign asks 18- to 34-year-old men 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 and an insight into the global effects hipsterism has had.
20,000 people have joined the cause in a month through social media. 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 BIC Flex 3 and the BIC brand. The Hipstervention social campaign is supported by print, street posters, POS, OOH and direct mail.
Hermann Jaaniorg, shavers BIC Oceania brand manager, commented, “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.”
Campaign credits:
Agency: 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 company: Airbag
Director: Aaron Wilson
Executive producer: Robert Stock
Production manager: Johanna Rayner
Animation: Cameron Gough @ Dirty Puppet
Illustration: Maisen Hall
