Project Body Hair — the award winning campaign that put Billie on the map.

Celebrating body hair as a choice, Project Body Hair made history, with Billie becoming the first razor brand to ever show hair in a razor ad.

With body hair as hero, the shoot was themed 'fuzz', forming direction for the campaign's styling, props, location, wardrobe and copywriting. From pom poms and fluffy socks to prickly plant life and brushed out perms, we made 'fuzz' a little more fun.

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The campaign launched with a 55-second video co-directed by Ashley Armitage with music by Princess Nokia. Within 24 hours the film reached over a million views and went viral.

The film has since had over 22 million views and over 2 billion earnt impressions in 23 countries.

Photography

Stills were shot by photographer Luca Venter as well as Ashley, serving as campaign hero imagery and subsequently as part of an open source image library launch, created to extend the campaign's efforts to 'make the internet fuzzier'.

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Below: Stills by Ashley Armitage

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The campaign soft-launched in Times Square on June 21, 2018.

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Press case study reel showcasing campaign highlights, impact and support.
Produced by Marie Rönn and Tim Cairns.

Creative Director of Design — Noemie Le Coz (Little Troop), Creative Director / Copy — Marie Rönn and Tim Cairns, Art Director — Katie Minchak, Video Director — Ashley Armitage, DP — Andrew Maso, Photography — Ashley Armitage and Luca Venter

A little ‘mo love for Billie — flipping Movember on its head.

In a first-of-its-kind campaign, we celebrated the ‘stache in the name of a good cause — again disrupting the hairless flow of outdated beauty standards we’d all outgrown.

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The campaign film, Directed by Agostina Gálvez, has since had over 4 million views.

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Stills shot by Ashleigh Armitage.

Creative Director of Design — Noemie Le Coz (Little Troop), Creative Director of Brand — Jessica Schriftman, Art Director — Katie Minchak, Director — Agostina Gálves, Photographer — Ashley Armitage, DP — Sam Cutler-Kruetz, Set — Alicia Sciberras, Stylist — Julia Baylis, Production — Deb Rosen

Red, White and You Do You — celebrating the bush, for Billie.

Ahead of July 4th and the unofficial start of summer 2019, the campaign again celebrated the freedom to ‘do you’ — reinforcing shaving as a choice, not an expectation.

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The campaign film, Directed by Ashleigh Armitage, has since had over 6 million views and over 1.3 billion earnt impressions.

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Campaign hero stills, shot by Ashleigh.

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ABOVE

BTS on-set: Noemie (one half of Little Troop) stands central with DP Ben Shapiro and in-house Billie team, during the post-shoot clean-up.

Creative Director of Design — Noemie Le Coz (Little Troop), Creative Director of Brand — Jessica Schriftman, Art Director — Katie Minchak, Director — Ashley Armitage, DP - Ben Shapiro, Stylist - Julia Baylis, Production — Deb Rosen

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