bic soleil SOCIAL

Idea: With women’s razor brands being predominantly soft and ladylike on social, it was time the category got a dose of #RealTalk. After winning the BIC Soleil business, our first assignment was to change the way BIC Soleil walks, talks and looks on social. By introducing content that’s clever, authentic and lighthearted, we found a #Squad amongst our fans.

While our content engaged new fans, our partnerships with influencers, media outlets and celebrities extended our reach and played a large role in making BIC Soleil the #1 product in the category.

Client: BIC Soleil

Agency: Cramer-Krasselt

Creative Partner: Jen Stopka


MediaPost Creative Media Awards, Best Use of Audio (Spotify) |  2016

PRSA Chicago Skyline Awards, Media Kit Design | 2017

Publicity Club of Chicago Golden Trumpet Awards, Social Media Campaign | 2017 

Production Fun Fact: In addition to propping, styling and art directing each set, I would later end up shaving a woman's leg during a photoshoot.


content series | beauty secrets

Every woman has an arsenal of beauty hacks they turn to in a pinch. We personified some of the more notorious ones. Like the Peep-Toe Pedi: Why paint all 10 toes when only a few show? Or, the Capri Shaver: The illusion of a fully shaved leg achieved with minimal effort.


CONTENT SERIES | shower yoga

If you're a woman, you know you contort yourself into all kinds of positions trying to achieve a smooth shave. And...if you're a man, well, now you know. We created, shot, and produced a "Shower Yoga" series to bring this insight to life. All moves are based on actual yoga poses.


fifth harmony partnership

Millennial women are the most optimistic generation in history. They also hate advertising. So how do we find an authentic way to connect with them? By showing them more of what they love - Fifth Harmony. Our partnership with Fifth Harmony culminated in a media day, an Instagram takeover, and a Spotify partnership. And the Harmonizers definitely showed up. We more than tripled our following in 24 hours.


A short video on our partnership:


During our media day with Fifth Harmony, we distributed a media kit with information on our survey of millennial women. In it, we included shaving tips, product details, and our findings from surveying real women. 


spotify partnership

Our Spotify partnership gave fans a way to connect with Fifth Harmony (and other influencers) like never before. Our influencers created individual playlists featured on our BIC Soleil hub. These units resulted in a 230% increase in listening time and 33MM earned impressions.