Rocket uses photosheet work for Macpherson's Intimates lingerie

The media agency Rocket has devised an innovative use of media for

the £300,000 UK launch of Elle Macpherson's Intimates lingerie


More than 50,000 photographic contact strips featuring the Australian

supermodel wearing her lingerie label will be hung on drying lines like

those found in a photographer's darkroom. They will be placed in the

windows and ceilings of Underground train carriages as part of a

guerrilla marketing push. The strips will carry details of outlets where

the lingerie is sold.

To continue the core creative idea, poster sites will be turned into

photographic lightboxes in a heavyweight six-sheet campaign.

The creative is made up of proofsheets taken by the fashion photographer

Regan Cameron. Rocket devised the communications strategy using creative

by the Australian design company The Names Agency, which handles

creative for the Intimates range in Australia.

Donna Glanville, the media manager at Rocket, said: "We felt we could

put together a proofsheet that emotionally conveyed Elle's personality

but in a way that led consumers to feel that they really were privy to

an uncontrived, unpolished and 'behind-the-scenes' moment."

Strips will also appear as flyers in a range of style magazines to

introduce the range and highlight the opening of Selfridges' new

lingerie department on 3 October 2001.

Become a member of Campaign from just £45 a quarter

Get the very latest news and insight from Campaign with unrestricted access to ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content


1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).