Tagless
TOP DOG Spring 2018 Miami Ad School San Francisco.
Insight: Breast size has become a measurement of woman’s sexiness.
Idea: By removing size tags from their bras, Victoria’s Secret will encourage a new conversation on what it means to be sexy. Instead, the bras will be fitted directly by the specialists that already work at Victoria’s Secret and help you look for the perfect size in a more customizable way.
AD & photo: Paola Delgado CW: Malia Bence
SOCIAL MEDIA
Victoria Secret will create a separate Instagram account that works like an online photo gallery called "Tagless by VS". Here, photos of real women will be post along with their stories when they realized they were prettier and sexier than they thought and had nothing to do with their physical aspect.
OOH
Victoria Secret will have interactive banners next to bus stops and the subway. These banners will portray the common thoughts women have about their breasts as labels. The copy will encourage people passing by to forget about the labels by literally peeling them off. In the other side of the label it will be reveal that VS has new tagless bras.
