Vanish creates world's biggest bra for breast cancer awareness
Vanish, the Reckitt Benckiser-owned cleaning brand, has created the "world's biggest bra" to raise the profile of Breast Cancer Awareness Month.
The bra has been rigged up on the ITV Southbank building and will be unveiled today (28 October) on 'This Morning' by 'Hollyoaks' actress Gemma Merna.
The bra, created by marketing agency Chillisauce, took four weeks to make and measures 31 metres around the "chest".
It has been named the biggest bra in the world by the Guinness Book of Records.
Stefan Gaa, marketing director of RB UK, said Vanish is "very proud" to be supporting "wear it pink" day, which it will be supporting through on-pack and Facebook activity.
He said: "This is an issue that affects so many women and their families and Campaign are doing a vital job in raising funds for research and keeping breast cancer high profile.
"The Vanish and Breast Cancer Campaign record breaking bra is a fitting focal point for this year's fundraising activities."
Follow Loulla-Mae Eleftheriou-Smith on Twitter @LoullaMae_ES
This article was first published on marketingmagazine.co.uk
- Affiliates Executive - No. 1 Agency! GoodEgg Digital Circa £25k + Exceptional Benefits, Central London
- Digital Display Manager - Leading Agency GoodEgg Digital £Neg + Great Benefits, South East England / London (Central), London (Greater)
- Senior Marketing Director - 9-12 month FTC Comedy Central £competitive, Camden, London (Greater)
- Senior Publicity Manager Stopgap £47000 per annum + 12 month FTC, London
- Account Manager and Senior Account Manager air recruitment £32k - £38k dependent on your experience plus benefits, London (Central), London (Greater)
- Philips launches campaign for app-controlled lightbulbs
- Sorrell warns of Scotland becoming an 'outlier' and the UK 'diminished' by a Yes vote
- Publicis boss Maurice Lévy to step down in 2017 amid board shake-up
- Sometimes collaboration, not innovation, can be the key to winning campaigns
- Virgin Trains spends £8 million on advertising to refocus on its brand
- WPP challenges Govt review