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.
