The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Category
Craft / Art Direction
Annual ID
OS22_HW071M
About the Work
Problem
YourBreast, a breast augmentation clinic, found themselves with a serious problem. A 'we are in deep sh*t' problem. Facebook, their main advertising platform, flagged them for posting adult content. This meant that not only could they no longer post any imagery of their product, breasts, they couldn’t even post any content that linked back to their website (too much cleavage there too). But this was just the beginning. When looking into the category for insights, we discovered something bigger. YourBreast was caught up following the trends of the industry. Their ads didn’t speak to women, they spoke at women. With stereotypical imagery that was unrealistic and unrelatable.
Solution
So rather than succumbing to Facebook’s strict nudity policy, we decided to beat the algorithm and reinvent the category at the same time. To do this we create a social campaign made entirely out of water-coloured boobs. We then crafted them into a variety of weird and wonderful executions that spoke directly to women; all kinds of women with real and relatable insights. Then to circumvent the website linkage issue, the illustrations were built into a Facebook Canvas that acted as a stand-alone microsite containing all the vital info about YourBreast.
Results
Not only did this campaign overcome two huge problems, it completely changed the conversation. In a category saturated with airbrushed insta-models and stock shots, YourBreast now has the most distinctive and approachable branding in the category. Some would even go as far to say, we finally freed the nip.
YourBreast, a breast augmentation clinic, found themselves with a serious problem. A 'we are in deep sh*t' problem. Facebook, their main advertising platform, flagged them for posting adult content. This meant that not only could they no longer post any imagery of their product, breasts, they couldn’t even post any content that linked back to their website (too much cleavage there too). But this was just the beginning. When looking into the category for insights, we discovered something bigger. YourBreast was caught up following the trends of the industry. Their ads didn’t speak to women, they spoke at women. With stereotypical imagery that was unrealistic and unrelatable.
Solution
So rather than succumbing to Facebook’s strict nudity policy, we decided to beat the algorithm and reinvent the category at the same time. To do this we create a social campaign made entirely out of water-coloured boobs. We then crafted them into a variety of weird and wonderful executions that spoke directly to women; all kinds of women with real and relatable insights. Then to circumvent the website linkage issue, the illustrations were built into a Facebook Canvas that acted as a stand-alone microsite containing all the vital info about YourBreast.
Results
Not only did this campaign overcome two huge problems, it completely changed the conversation. In a category saturated with airbrushed insta-models and stock shots, YourBreast now has the most distinctive and approachable branding in the category. Some would even go as far to say, we finally freed the nip.
2022 Awards
Total Points: 3
Merit
Credits
Agency
Fenton Stephens / Melbourne
Client / Brand
YourBreast
Art Director
Ana Pareja
Copywriter
Isabel Evans
Chief Creative Officer
Alex Fenton
Illustrator
Cristina Nogales
Social Media Manager
Nellie Maher
Account Executive
Elise Taylor
Associate Creative Director
Jess Wheeler
Chief Executive Officer
Simon Antonis
Digital Strategist
Michael Blake
Business Manager
Rick Hartman
Co-ordinator
Emily Freeman
Director of Analytics & Performance
Joey Dorrington
Director of Client Services
Amy Stephens
Senior Digital Strategist
Ryan Wilson
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