Miles Calcraft Briginshaw Duffy beats three to land Aristoc task

Aristoc, the hosiery and lingerie manufacturer, has appointed Miles Calcraft Briginshaw Duffy following a four-way creative pitch.

Aristoc, the hosiery and lingerie manufacturer, has appointed Miles

Calcraft Briginshaw Duffy following a four-way creative pitch.



Aristoc called a review of the account out of WCRS at the beginning of

this year. Miles Calcraft, Court Burkitt & Company and Maher Bird

Associates pitched for the task alongside one other unnamed agency. WCRS

was not invited to re-pitch.



Sue Clague, commercial director at Aristoc, said: ’We are about to enter

an exciting new phase through a branded extension into the lingerie

market. We feel that Miles Calcraft has the strategic and creative flair

to carry the brand’s fresh and sexy image into this new product

sector.’



Paul Briginshaw and Malcolm Duffy, the joint creative directors at Miles

Calcraft, have previously created campaigns for the Gossard brand during

their time at Abbott Mead Vickers BBDO.



WCRS created several print campaigns for the brand. One earlier campaign

shunned the sexual slant of competitors such as Pretty Polly. The work

was developed after research showed a growing backlash against tights

advertising that portrayed women as sex objects.



Two print executions, which ran across women’s monthly titles, featured

soft-focus pictures of a woman wearing the brand’s slimline tights. One

headline read: ’It’s not my legs that are amazing, it’s my tights.’ The

second read: ’The quickest way to slimmer legs. Cheat.’



A later campaign for the ’Sensuous’ range aimed to make wearing tights

sexy again. A press execution featured a woman on her hands and knees

alongside the line: ’At last, tights you can take off with the lights

on.’



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