Debenhams commissions illustrators with anonymous brief about 'overflowing cups'

Illustrators from the Gather.ly artistic creative were invited to create a design from a brief containing only a single line of abstract text, including 'the band is riding up the back' and 'the cups are rising upwards'.

  • 'The cups are rising upwards' by Natalie Lines

    'The cups are rising upwards' by Natalie Lines

  • 'The band is riding up the back' by Edward Carvalho-Monaghan

    'The band is riding up the back' by Edward Carvalho-Monaghan

  • 'The cups are overflowing' by Eleanor Rose

    'The cups are overflowing' by Eleanor Rose

  • 'Digging into the shoulders' by Jean Jullien

    'Digging into the shoulders' by Jean Jullien

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No additional information was provided about the campaign or the company involved to the illustrators, in a move designed to remove the boundaries normally associated with a brand.

It was only after the designs were complete that it was revealed the work was for Debenhams’ Bra Fit campaign and the abstract briefs were taken from a guide on how to choose the correct bra size.

Brand: Debenhams

Client: Elena Antoniou, head of PR at Debenhams

Creatives: Edward Carvalho-Monaghan, Natalie Lines, Eleanor Rose and Jean Jullien

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Brands that forge an emotional tie are best protected from copycats
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1 Brands that forge an emotional tie are best protected from copycats

Forging an emotional tie with consumers is one of the strongest ways to protect your brand. Products can be copycatted, but the distinctive identity of a true brand can never be replicated argues Nir Wegrzyn, CEO of BrandOpus.

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