Billie: Project Body Hair

Client: Billie
Date: Dec 2018
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Billie was the first women's razor brand to acknowledge that body hair exists with its viral campaign, Project Body Hair, which has over 22m views and has ignited an industry-wide trend.

Now, Billie is taking over one of New York's most popular subway stops, Williamsburg’s Bedford station, starting 10 December.

Billie's first out-of-home campaign continues their mission of upending traditional portrayals of women and squashing industry cliches by showing body hair, reinforcing that how and when you shave is up to you, and proudly showcases "the underrated toe shave."

Whereas traditional women's razor brands have historically only shown women shaving their "already shaved" legs and armpits, Billie will be the first in the category to not only show body hair but also the toe shave in an OOH campaign.