Beards trend globally. Men stop shaving. Which is obviously a problem when you sell razors.

Our solution… stage Hipsterventions, and get friends to shame friends into becoming themselves again.

First, we recruited an army of over 200,000 followers through unbranded outdoor and a dedicated Facebook meme page. Then we pointed them towards a website where friends could learn the signs and symptoms to help diagnose a Hipster.

Finally, we released a mini-mockumentary to reveal that BIC was behind the campaign and offered 2000 free Hipstervention kits to help ‘shave a friend.’