Press Releases
With the new BIC® Flex 3 shaver, YouTube becomes a video game detecting your movements!
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The spot on YouTubeThe Facebook page

For the launch of its new male shaver BIC® Flex 3, BIC and the agency BUZZMAN are innovating again a viral campaign on YouTube. The BIC® Flex Experience includes a film that transforms into a video game with movement detectors.


The story begins on the website with an offbeat 90 second film entitled “WTF! Insane human curling,” directed by the American, Keith Schofield, previously honored with the Lion at the Cannes advertising international festival. Freshly shaved with a BIC® Flex 3, a champion of the totally crazy sport human curling glides on his stomach to reach a target marked on the ice.


At the end of the film, YouTube becomes an interface for the new generation of video games: your webcam will detect your body’s movements allowing you to become a human curling sweeper. The best performing players can win a stay in an Ice Hotel in Sweden.


The campaign is extended on Facebook with a dedicated page that will have an editorial animation in four languages. It further offers all French fans the possibility of downloading BIC® Flex 3 reduction coupons.


Speaking about the campaign, Alexis Vaganay, Marketing Director BIC Europe, added, “This campaign illustrates in a funny and irreverent way the “surprisingly smooth glide” offered by BIC® Flex 3 – a 3 blades shaver with moveable blades, a technology that BIC is making available to everyone.”


Launched on 11 April 2011 in France, the campaign will be extended to the rest of Europe at the beginning of May with significant media investment on YouTube and Google.


Following the success of “A hunter shoots a bear” in 2010 for the Tipp-Ex® brand, this new campaign is the second collaboration between the BIC Group and the agency BUZZMAN.


Download the Press release in PDF format (PDF icon top right).