There’s a unique spark of extra confidence that comes with a bra that actually fits you and your personality. In a campaign from Fabric (part of the TBWA Group), lingerie retailer Bras N Things has dubbed this sensation ‘Big Boob Energy’.
Big Boob Energy is the counter to ‘Big D**k Energy’, a term that has used one male body part as a symbol for confidence. Big Boob Energy is a uniquely feminine energy and celebrates womanhood in all forms, shapes and sizes. It’s an energy that anyone can embody, no matter their size.
Says Natalie Chalmers, head of marketing, Bras N Things: “We’ve been observing a shift in the types of conversations people are having about their bodies in the media. It’s becoming less about what bodies look like and more about appreciating what our bodies can do. ‘Big Boob Energy’ is a term we defined for women of any size to embody, it’s an energy that comes from self-confidence and appreciation of one’s curves – encouraging more women to be unapologetic about it.”
Sats Keenan Motto, creative partner of Fabric: “We took this as an opportunity to reclaim and rewrite terminology that celebrates women, their inner confidence and strength regardless of outer appearance. With ‘Big Boob Energy’ we are showcasing an entirely new energy. One the Bras N Things brand and its customers can revel in for seasons to come.”
The campaign launches Bras N Things expanded full-cup and curvy range of lingerie and will be running across TV, OOH, social, online, EDM and in-store. Big Boob Energy has also been trademarked by Bras N Things.
Client: Bras N Things
Head of Marketing: Natalie Chalmers
Brand Manager: Emily Schepis
Creative Agency: Fabric
Director: Nathan Lewis
Photographer: Nicole Bentley
Production: Bolt
PR Agency: Coote Connex
Media Agency: OMD
Discussion about this post