Freshly shaved, a champion of human curling, a totally crazy sport, slides on his stomach to reach a target drawn on the icerink. The crowd goes crazy as the champ Martin Boer hits the center of the target.The campaign shows with humor BIC ® Flex 3’s quality and its signature "Surprisingly Smooth Glide".For the first time ever a Youtube film lead to an move-sensitive advergame directly on Youtube.

The creative strategic solution was to use humour to highlight the consumer benefits. The signature : "Surprisingly Smooth Glide" is illustrated here with the creation of a new insane sport : Human Curling.The video has been broadcast on YouTube with a redirection at the end. Both choices are possible : you can play the advergame, directly integrated into YouTube , or you can join the fan page.

Results after 18 days :900 000 views on Youtube20 000 shares on Facebook (shares, likes and comments)1 400 online articles