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
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