Love Your Boobs: M&S BraFit™
Task: Create a campaign that shows the importance of an M&S’ BraFit.
Idea: Though we live in an era of self care and wellbeing, our breasts aren’t given the same focus and attention as the rest of our bodies.
We wanted to create a campaign that addressed women’s relationships with their boobs, sparks conversations and plays an active role in encouraging them to take better care of them, starting with getting a BraFit in-store.
Execution: Using a carefully selected cast, we brought the stories of our nation’s boobs to life through AV VOD, stills campaign in-store and online, paid and organic social content and a OOH activation live on London’s Southbank.
Working in a team with Senior Art Director Jen Madden, we both lead all concepting, pre and post production for the campaign.
This campaign was award ‘Best Marketing Campaign >100m turnover company’ by Draper’s Awards 2023.
Film
Live on All4 (Channel 4’s on demand), Youtube ads, paid and organic social. (February-March 2023 & 2024)
Stills
As well as social, our stills were created into DPS for Stylist, Grazia, Hello!, Ellie, Sunday Times Style, Cosmopolitan and more.
Stylist Media Partnership
We worked with Stylist to create a series of articles that sparked conversations about our boobs across the nation.
Social (Paid & Organic)
I directed and interviewed our cast to open up and share their stories on their boobs, bras, and everything in-between.
‘Fifteen’ - OOH Installation
We wanted to show a true reflection of the nation’s boobs through an intimate installation on the Southbank. QR codes lead people to the stories of our cast talking about their personal experiences.
Some extra ideas that didn’t make it (above) due to scope and budget, but were well liked.
Credits:
Agency: House337
Client: M&S
Creative Director: Eilidh Ratcliffe & Hannah Vere
Creative Partner - Senior Art Director: Jen Madden
Director & Photographer: Nadia Ryder
Stylist: Sam Ranger
Hair: Mark Francome
Make-up: Kim Brown