Breaking on 4 November, six-sheet posters will run across major city centres as a two-week precursor to a forthcoming TV campaign, breaking in mid-November.
The idea for the campaign was born out of a brief to create an eye-catching stunt for the brand, while also highlighting its "head to toe" matching lingerie and hosiery range.
The posters show a young woman wearing Pretty Polly's Baroque lingerie range. A strategically placed button placed just beneath her cleavage reads: "Press for lift." Once pressed, the girl in the poster starts to talk, and is able to explain to passers-by the benefits of the bra. These include the "lift" of the bra, how the lingerie is available in matching red or white sets, and where the range can be bought.
The Pretty Polly logo has also been adapted for use as part of either the headline or the endline for the campaign.
Melissa Horn, a board account director at MCBD, said: "The Pretty Polly brand is all about being sexy in a fun way, and this idea successfully combines that spirit with an innovative approach to media."
The campaign was written by Malcolm Duffy and art directed by Paul Briginshaw.
Media planning and buying was handled by MCBD.