Client: P&G – Gillette Venus Razor
Agency: Pierce Promotions
Services: Concept, Design, Fabrication, Installation
As an authority on women’s legs and their requisite grooming, Gillette envisioned a nationwide search for the most beautiful legs in the United States as a promotional vehicle for their Venus Razor. P&G and their agency, Pierce Promotions, kicked-off their “Legs of a Goddess” campaign by naming Grammy Award-winning artist Mariah Carey the first “Celebrity Legs of a Goddess.” Gillette sought to immortalize Carey with a 15-foot likeness of her legs—a larger-than-life way to increase brand awareness and publicity. Pierce needed a partner to produce great legs—big, beautiful, and instantly-recognizable legs. They chose VStar to create a traveling “Legs Exhibit” that used the replica of Ms. Carey’s legs as a centerpiece that could be installed, disassembled and packed by tour staff quickly and easily.
The skilled designers and artisans at VStar jumped at this opportunity. Working with just a handful of photographs (and without the benefit of Mariah’s actual measurements) VStar created an amazingly accurate large-scale sculptural representation of the superstar’s legs. VStar also designed and crafted a trophy to be presented to Mariah as recognition for receiving the “Legs of a Goddess” Award. Mariah unveiled her super-sized legs statue at Radio City Music Hall, New York’s legendary home to gorgeous legs, prior to their hitting the road as the scenic centerpiece of the Gillette’s “Legs of a Goddess” tour.