Maher Bird Associates has won the account to launch Charnos' 'revolutionary' 3D Bioform bra. The campaign, with a spend of pounds 1 million, will run over the next 12 months.
Billed as the most important development in the bra market in the past 100 years, the new design, which ditches underwiring in favour of a plastic support, has been three years in the making with more than pounds 2 million spent on its development.
MBA aims to top the famous TBWA 'hello boys' campaign for Gossard's Wonderbra. Like Wonderbra, the Bioform ads will centre on a poster campaign.
To emphasise the shape and sculpturing effect of the new bra, the posters will appear in 3D - mirroring the bra name. Graham Kerr, MBA's creative director, said: 'Photos are taken from 28 positions around the model. As you walk around the poster, you can see around the side of the model. It's the ultimate pack shot.'
The Bioform was the star of a Channel 4 documentary on Tuesday entitled Designs on your bra. The original idea came from the product design consultancy Seymour Powell. The agency felt that since the bra hadn't been redesigned in living memory and that technology and textiles had moved on considerably, there was potential for major improvements in design.
The new design will focus on comfort, especially for larger women (C cup and over). Charnos and the technology specialist PDD worked together to create the new model, which relies on the plastic sculpted inserts.
'Recent innovations seem to have concentrated solely on deception - uplifts, gel implants, padding and, recently, air bras. The Bioform is about reality, enhancing what a woman already has,' Tony Hodges, the chairman of Charnos brands, said.
MBA's managing director, Graham Monk, said: 'What agency wouldn't be happy to be working on this new bra account?'