Agency Network: 
April 2010

In Swedish there are many synonyms for the word breasts. For example; onions, melons, rack, steering wheels and bombs.

Print advertisment created by the others., Sweden for Shangri La Lingerie, within the category: Fashion.

Shangri La - Lovely lingerie for all shapes and sizes.

Advertising Agency: the others., Gothenburg/Stockholm/Karlstad, Sweden
Art Directors: Katrin Moström, Fredrik Ternström, Jeppe Blomgren
Copywriter: Åsa Jernfält
Web director: Damir Franciskovic
Interactive designer: Jaroslav Karlsson
Account manager: Johanna Englund

Comments (13)

Log in or register to post comments
atb2005's picture
Activity Score 13557

Lingerie is not just bras.. and these images mean just "breasts". Tagline is good! It also nicely ties in with the visuals. Still, I am not a fan of this campaign. The whole object-stands-for-something concept has been way overused. It's funny I was looking today at this Durex campaign, out of Italy, that did something similar, but there we had wieners, balls, bone(r)s, etc.

Adaddicted's picture
Activity Score 3435

I would prefer melons instead! Sweet and juicy ; )


mosho's picture
Activity Score 298

i think if the two onions in the same line aligned as the breasts it would've be better to me :)

Mohamed El Mahdy

Phil Lestino's picture
Phil Lestino
Activity Score 1684

I think a pair of tits in lovely lingerie would have been better for me....onions are sad they make me weep.

xcreativity's picture
Activity Score 2374

a little bit more obvious..

=== Looking for concept/art creative to form a team to work in independent advertising projects. ===

Alexandre Brito
Personal Page | Blog | Vlog:Video | Plog:Print | Twitter | Facebook

theothers's picture
Activity Score 9

In the short rationale it is stated that the names of these objects (onions, melons, steering wheels, bombs, rack, etc) are synonyms for breasts in Swedish. So the idea isn't strange at all. It's just a way of communicating a lingerie brand in a tongue-in-cheek way, without showing any products.

art one's picture
art one
Activity Score 70

seen all 3..... all in all.... FAIL!

alejulimaty's picture
Activity Score 842

i´m just surpirsed they call breasts "onions". the campaign sucks.

silvi's picture
Activity Score 4172

Sorry, but this campaign is not selling me the product. SELL is the FIRST mission of advertising. Am i Wrong?

K P's picture
Activity Score 6

Onions is another word for boobs i swedish.

rolling.stone's picture
Activity Score 2741

i can buy a bit steering wheels (since that could indicate,. SL drives you to pleasure

but i cant but this one, onion makes me weep


~ Quite obviously, I have gathered no moss ! ~

Riander's picture
Activity Score 318

Terrible, i dont like it...Think tits like onions!!! OMG!!! Please NOT!!!

Critic's picture
Activity Score 271

I liked the steering wheels.