To demonstrate the effectiveness of wearing a push-up bra, Hema executed a PR campaign that deviated the usual approach of using good-looking, scantily-clad female models to sport their brassiere. Instead, the brand used an ambassador whose breast size is at nil (yes, zero) - androgynous male model Andrej Pejic. If the bra looks gorgeous on men, it will look equally stunning on women. The stunt is a disruption from the usual, a beautiful public relations tactic. The results: increased sales, sold-out stocks, and a Gold PR Lions from Cannes Festival.
Ad Agency: Doom & Dickson Amsterdam
Client: Hema
Click on the link to view the other Cannes PR Lion winners.
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