Last year at the Grand Slam tennis competition of Roland Garros, all Belgian tennis players were out in the first round. Luckily for them there was one Belgian fan that caught enough media attention to make up for the losses.
The man was willing to shave his hair and beard in the shape of a tennis ball. He was given tickets to all important tennis matches at Roland Garros in France. A t-shirt with the name of the DARE website was given to him, which he was wearing at all times. DARE is a website from Wilkinson that encourages people to shave their hair and beard in extreme ways.
All major Belgian newspapers reported about this stunt. International television stations such as Eurosport and ESPN covered the story. The free publicity that Wilkinson got for this campaign was enormous.
Ambient advertisement created by Mortierbrigade, Belgium for Wilkinson, within the category: Personal Accessories.