BraFit
A CREATIVE OUTDOOR INSTALLATION
Encouraging the nation to "love your boobs".
The Challenge
M&S BraFit campaign called on the nation to give their boobs some love, care and attention – starting with the retailer’s much-loved and long-standing BraFit™ service. Leading with the strapline, ‘Love your Boobs, it starts with a bra fit’ – the campaign celebrates boobs of all shapes and sizes – from big boobs and small boobs to nursing boobs and post-surgery boobs; reaffirming M&S’ expertise in lingerie and as an inclusive retailer that caters for every life stage and need.
Our challenge was to create an Outdoor Installation and BTS Content Capture piece to provide an engaging and iconic focal point for the campaign to drive awareness, PR and content.
The Execution
Working with renowned body casting artist, Lydia Reeves, a series of “boob” casts were created. Displayed in an outdoor gallery arrangement, presenting each cast in an illuminated glass case set on top of its own plinth.
The installation was revealed at a press event attended by the M&S marketing and PR team and Lydia Reeves.
Throughout the process, we captured behind-the-scenes content and photography which was used by M&S to promote the campaign; extending the reach of the installation and sharing the installation and the powerful message across the UK.
The installation received overwhelming positive feedback and, as a result, the installation was later installed in the Oxford Street M&S store.
The Outcome
“This campaign is all about celebrating the uniqueness of our boobs and encouraging the nation to show them a small but important act of self-care by getting a bra fit. So being able to partner with Lydia to create such an empowering piece of art has been really special – we hope it sparks a conversation and gets more people talking about body inclusivity and self-acceptance. And who better to be part of it than our very own colleagues who are passionate about making our customers feel more confident about themselves each and every day.” – Anna Braithwaite, Clothing & Home Marketing Director, M&S
Over the course of the campaign, the installation received overwhelming positive feedback and provided a crucial focal point for a range of PR and social media activity.
3
Days
16
Bust Casts
2100
Conversations
90000
Passing Footfall
