Bic wants to save the world from the hipster beard

7 August 2015

Creative Agency: McCann Worldgroup (VIC)

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You've seen them taking over dive pubs, your favourite neighbourhoods and even Ray Ban sunnies. Now Bic wants to save the face of a generation by targeting the hipster beard.

In its latest campaign for its Flex 3 razor, Bic and McCann Melbourne have joined forces to save the world - and your neighbourhood if you live anywhere near Sydney's Inner West - from the hipster beard.

Aptly named "The Hipstervention" the campaign is hinged around a Facebook page and unbranded website which has garnered 20,000 followers over a month. It asks 18-34 year old men to hold a "hipstervention" for a friend they have lost to hipsterism.

McCann ECD Pat Baron said: "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.”

Along with the website, which showcases ways to identify signs of hipsterism, 2000 free hipstervention kits are available online. It aims to make the Bic brand relevant for the Australian market and build strong retail support for the Flex 3 razor.

Bic Shavers Oceania brand manager Hermann Jaaniorg said: “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.”

Promotional activity in the past month has engaged over 2.5 million people, including 55% of the total target audience in Australia.

The Hipstervention social campaign is supported by print, street posters, POS, OOH and direct mail.


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


Director: Aaron Wilson
Executive Producer: Robert Stock
Production Manager: Johanna Rayner

Dirty Puppet
Animation: Cameron Gough

Maisen Hall

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