PUSH-UP BAG by VML Qais Mumbai for Amante

Adsarchive » Design & Branding » Amante » PUSH-UP BAG

PUSH-UP BAG

Pin to Collection
Add a note
Industry Lingerie, Underwear, Pajamas, Tights & Stockings
Media Design & Branding
Market India
Agency VML Qais Mumbai
Released January 2011

Credits & Description

Category: iii. Premium Brand
Advertiser: MAS HOLDINGS
Product/Service: AMANTE PUSH-UP BRAS
Agency: REDIFFUSION Y&R
Date of First Appearance: Jan 4 2011
Entrant Company: REDIFFUSION Y&R, Mumbai, INDIA
Creative Partner: Arun Shankar (Rediffusion Young & Rubicam)
Creative Partner: Ashwin Naik (Rediffusion Young & Rubicam)
Creative Head: Arun Kumar (Rediffusion Young & Rubicam)
Creative Head: Mukund Sharma (Rediffusion Young & Rubicam)
Media placement: Shopping bag - Retail store - 4 January 2011- 15 March 2011

Describe the brief from the client
Women wear it and the men love it.

Amante wanted to talk about its push-up bras in a fun and engaging way. Get people's attention and get them talking about it - and present the key product feature of giving a good lift.

Describe the challenges and key objectives
One of the key challenges was to do something completely fresh. A lot of clever work has been done, and it was important to stand out.

Although everyone knows what a push-up bra does we still had to talk about it. The challenge was to do it in a witty manner.

Describe how you arrived at the final design
Push-up bras make heads turn!

So we decided to show exactly what would make heads turn - and not try to pussyfoot around it, by resorting to analogies or metaphors.

We decided to use a shopping bag creatively, because we felt it would really get a lot of people to take notice - and get them talking.

Also, the device of a shopping bag clearly demonstrates the lift the push-up bras provide.

Give some indication of how successful the outcome was in the market
As we hoped, women had a good laugh over it. And men liked to walk around holding it in their hands.
Just a few people walking around in a mall with this shopping bag created quite a stir.

Importantly, the bag did more than just draw a chuckle. People remembered Amante as the brand for push-up bras.