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Push-up bra modelled by Andej Pejic, 1

Campaign
Agency Network: 
Published/Aired: 
December 2011
Hema:  Push-up bra modelled by Andej Pejic, 1

Description

A push-up bra that gives you 2 cupsizes extra. Modeled by Andej Pejic. A man. So imagine what it can do for a woman.

Outdoor advertisement created by Doom&Dickson, Netherlands for Hema, within the category: Fashion.

Advertising Agency: Doom&Dickson, Amsterdam, Netherlands
Art Director: John De Vries
Copywriter: René Verbong
Account Director: Frieda Ulsamer de Waard
Client Team Director: Caroline van Turennout
Photographer: Wendelien Daan
Account manager: Karin van Dalen
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jackmancer2017's picture

This campaign sparked a lot of interest in the Netherlands and with it a lot of free PR.

jackmancer2017
Activity Score 6992
Copywriter at Editor/Student
gadgets's picture

at first glance it is an amazing bra if it can make a man looks like that BUT don't forget to check that Andrej Pejić is androgynous male, so maybe the bra is not so amazing

gadgets
Activity Score 1063
jackmancer2017's picture

You're not looking at this from a consumer perspective...

jackmancer2017
Activity Score 6992
Copywriter at Editor/Student
guto_soares's picture

Agree. I can imagine how these ads provided PR, and also he being a celebrity, it's easy to associate the benefit of the product to the model

guto_soares
Activity Score 107
sintra's picture

seeing is believing .... let's see before and after !

sintra
Activity Score 699
Administrative
gadgets's picture

True!

gadgets
Activity Score 1063
Hadrons's picture

That model is beautiful period. I like the juxtaposition. In one word: Brilliant.

Hadrons
Activity Score 6064

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

curguy24's picture

At first i was stunned, but after i googled Andej Pejic I was disappointed. That man really looks female with or without a freaking bra. EPIC FAIL! I want my money back!

curguy24
Activity Score 37
Art Director at DAY MEA
curguy24's picture

At first i was stunned, but after i googled Andej Pejic I was disappointed. That man really looks female with or without a freaking bra. EPIC FAIL! I want my money back!

curguy24
Activity Score 37
Art Director at DAY MEA
curguy24's picture

At first i was stunned, but after i googled Andej Pejic I was disappointed. That man really looks female with or without a freaking bra. EPIC FAIL! I want my money back!

curguy24
Activity Score 37
Art Director at DAY MEA
catwalk's picture

Great campaign! Cheers, Martin Mol

catwalk
Activity Score 24

Martin Mol

andylefty's picture

Wow, pretty different!

andylefty
Activity Score 4535
Graphic Designer at Central Saint Martins College of Art and Design
Spanky's picture

Put one on Mike Didka. See if he looks like a chick.

Spanky
Activity Score 4899
Other
Roger Keynes's picture

Love to know what women from the Nether regions think!

And, is that meant to be a cock & balls next to the 20?

Roger Keynes
Activity Score 5498
Copywriter |

The Jobless Writer
Will Think for Salary

chicagohour's picture

How can a man be so beautiful..he is

chicagohour
Activity Score 394
Copywriter |

Hmmmmm

Billoughsby's picture

Ubare yubou subayubing
Mubike Dubidkuba's muban
buboobubies ubaruben't uball
thubey shubould bube?

Billoughsby
Activity Score 5154
Art Director |

That's it.

Nike Diesel's picture

My girlfriend's first reaction after reading the whole ad as a whole: Uuuugh ...
Me:
Her:
Me again:

Nike Diesel
Activity Score 13720
Art Director
Wordfruit's picture

So long as people know who it is, great idea.

Though if it already got lots of PR, no need for people on here's judgment.

Wordfruit
Activity Score 1023
somecopywriter's picture

Its a beautiful statement if you ask me. Brave client and agency rewarded with the attention they deserve.

somecopywriter
Activity Score 1113
Copywriter at Boomtown
chuckieT's picture

Great. Should win big.

chuckieT
Activity Score 680
Creative
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