The Drum Awards Festival - Extended Deadline

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Client: Billie
Date: Jun 2019
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Female-first shaving company Billie – noted for its ad of a furry manicured toe and other hair-focused grooming ads – is back with its second campaign, ‘Red, White, And You Do You,’ celebrating women’s body hair and their freedom to choose what to do with it.

The in-house campaign comes just in time for the Fourth of July, a time to celebrate independence and freedom in the US, in turn encouraging women to embrace a freedom from body standards in the coming summer days.

The new video pans across an array of three different women in an otherwise unconventional light for mainstream media: two bikini lines have overgrown hedges while the third picks at a wedgie from her bathing suit.

From there, the ad is a montage of women spreading out in total comfort, catching the sun’s rays while lounging at the beach and the pool, exposing tufts of hair, rolls, cellulite and curves at every angle.

After the success of last year’s ‘Project Body Hair’ campaign, the first-ever to showcase female body hair, Billie and director Ashley Armitage have teamed up once more to present to the world both the diversity of women’s bodies and their freedom to choose how they like to keep them.


Billie in-house