may.works™(Art Director)
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ⓒ 2024 May Lee(Art Director)
Shave the Stereotypes
Clarify A.I.
Morning Leftover
Recipe Challenge
Cloud Lookbook
/imagine: outside
the box
Billie - Shave The Stereotypes
— Print, OOH + Interactive mobile page, + Product
— 🏆 2025 AAF Silver
— 🏆🏆🏆 2025 Clio Awards Shortlist


We envision a society where diverse appearances are respected. Yet, stereotypes about women’s body hair still persist. Women who choose not to remove their body hair often face negative judgment and societal pressure.

While Billie is a brand that sells razors, we stand against traditional norms and firmly believe that hair removal should be a personal choice. We’ve thought about how Billie can challenge these stereotypes around body hair and empower our customers with true freedom.

1. Print

: We explored various social media platforms and online forums to understand people's perceptions of body hair. What we found were biases, stereotypes, and criticisms such as, “Do women even have body hair?” or, “Not shaving... that's a trans!”

To confront these stereotypes, we chose to showcase their judgmental comments directly on the natural areas where body hair grows. 

 
 
 
 
 
  


2. OOH + Interactive Mobile Page: We hijacked billboards using women's bodies to project stereotypical comments we found on social media flatforms.
Want to erase? Just scan the QR code on the billboards.   
     
 As you scan the QR code on the hijacked billboard, you can engage with our perspective through the mobile pages below.
 

 

 

3. Temporary Tattoos for Athletes

 

: Many athletes want to focus on training before competitions, but they can’t help worrying about body hair. Billie is here to support them.
  
 
 

 4. Social Media Camera Filter
: We extended this campaign to social media, allowing anyone who resonates with our beliefs to participate. Users can reflect stereotypical comments onto their body and freely share their thoughts. Our goal was to bring this issue to the forefront, garner support from like-minded individuals, and ultimately turn many into fans of our brand. 


5. Case Study