CAMPAIGN DIARY: Exposed: creatives do see breasts as pieces of meat or inflatables

A lot of people in the industry are known for their interest in bras, but few actually go to the extent of using their design skills to get their hands on them. A few drinks at an awards bash is usually sufficient.

A lot of people in the industry are known for their interest in

bras, but few actually go to the extent of using their design skills to

get their hands on them. A few drinks at an awards bash is usually

sufficient.



But when offered the chance to raise a few bob for breast cancer

awareness and see their design scooping a prize at the first Creative

Breast Awards, few could refuse.



Originally, the competition to customise bras was only open to

celebrities but the organisers, the charity, Breakthrough Breast Cancer,

and Walk the Walk, a team of powerwalkers who wore some of the designs

during this year’s London Marathon, decided to throw it open to

advertising and design agencies.



In a bid to keep costs down, only ten agencies were invited to design a

bra and only five were named as finalists for the awards, which will be

presented at a star-studded bash on 16 October, when all the bras will

be auctioned. Bartle Bogle Hegarty, Publicis and M&C Saatchi each

entered a bra as did the design agencies, Nicework and the Brand

Works.



BBH’s ’hands on’ (above, left) was designed by the agency’s creative

directors, Rosie Arnold, Bruce Crouch and John Hegarty and, if you look

closely enough, the bra’s cups look like they are being groped by

someone’s hands. Publicis’s ’packaged goods’ (above, right) was designed

by Keith Courtney and Rob Janowski to look like a pair of chicken

breasts. M&C obviously doesn’t appreciate the size of its female staff’s

breasts as its bra theme, ’blow up’ (below), features an inflatable

attachment.



To see the others and to vote for the one you’d like to win, visit Walk

the Walk’s website at www.thewalk.org and, if you answer two questions,

you could scoop tickets to the glamorous awards ceremony.



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