Dutch Retailer Selects Androgynous Male Model To Demonstrate The Success Of Their Push-up Bra [Pics]
HEMA's new lingerie ad campaign features Andrej Pejic with an impressive cleavage.
The male supermodel Andrej Pejic features in a new poster campaign for retail chain HEMA in the Netherlands. Wearing their Mega Push-up Bra underneath dresses and a top, the 20 year old Australian-raised Pejic (who has appeared in male and female campaigns for major fashion houses including Jean-Paul Gaultier) looks very feminine.
The campaign, created by Doom & Dickson, has been hailed as “revolutionary.” HEMA claims that the bra can give a boost of at least two cup sizes and aims to demonstrate that if the bra can give a man an impressive cleavage then it can obviously do wonders for women. Click through to see the posters:
To move beyond novelty activations and one-time gimmicks, PSFK equips marketers with the insights, templates and analytics to develop high-reach campaigns that meet consumers in the moment, collect and build upon experiential data, and build scale through content creation.
DoSomething.org CEO Aria Finger shares what it takes to have a successful brand partnership