Panache - Modelled By Role Models
Brief
Panache Lingerie, a British family-owned company, needed a new way to reach female professionals who had little time for another wallpaper campaign.
Cultural insight
The disheartening discovery that 75% of women feel there are not enough female role models for them to look up to.
Idea
Let's replace typical lingerie models with role models. Using half a dozen inspirational models for the lingerie brand--including a Paralympic athlete, a positive body image spokeswoman and a nurse tackling the ebola epidemic--the entire lingerie advertising dynamic was turned on its head. Top women’s magazines such as LOOK and Cosmopolitan have covered the campaign.
Not a one-off idea
The Modelled by Role Models creative platform continues to inspire with six new (role)models.
