Hema: Push-up bra modelled by Andej Pejic, 1

A push-up bra that gives you 2 cupsizes extra. Modeled by Andej Pejic. A man. So imagine what it can do for a woman.

Advertising Agency: Doom&Dickson, Amsterdam, Netherlands
Art Director: John De Vries
Copywriter: René Verbong
Account Director: Frieda Ulsamer de Waard
Client Team Director: Caroline van Turennout
Photographer: Wendelien Daan
Account manager: Karin van Dalen
Published: December 2011

20 comments

Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

This campaign sparked a lot of interest in the Netherlands and with it a lot of free PR.

gadgets's picture
gadgets
1063 pencils

at first glance it is an amazing bra if it can make a man looks like that BUT don't forget to check that Andrej Pejić is androgynous male, so maybe the bra is not so amazing

Jaap Grolleman's picture
Jaap Grolleman
6996 pencils

You're not looking at this from a consumer perspective...

guto_soares's picture
guto_soares
107 pencils

Agree. I can imagine how these ads provided PR, and also he being a celebrity, it's easy to associate the benefit of the product to the model

sintra's picture
sintra
699 pencils

seeing is believing .... let's see before and after !

gadgets's picture
gadgets
1063 pencils

True!

Hadrons's picture
Hadrons
5991 pencils

That model is beautiful period. I like the juxtaposition. In one word: Brilliant.

THERE'S NO HEAVIER BURDEN THAN A GREAT POTENTIAL

curguy24's picture
curguy24
37 pencils

At first i was stunned, but after i googled Andej Pejic I was disappointed. That man really looks female with or without a freaking bra. EPIC FAIL! I want my money back!

curguy24's picture
curguy24
37 pencils

At first i was stunned, but after i googled Andej Pejic I was disappointed. That man really looks female with or without a freaking bra. EPIC FAIL! I want my money back!

curguy24's picture
curguy24
37 pencils

At first i was stunned, but after i googled Andej Pejic I was disappointed. That man really looks female with or without a freaking bra. EPIC FAIL! I want my money back!

catwalk's picture
catwalk
24 pencils

Great campaign! Cheers, Martin Mol

Martin Mol

andylefty's picture
andylefty
4539 pencils

Wow, pretty different!

Spanky's picture
Spanky
4899 pencils

Put one on Mike Didka. See if he looks like a chick.

Roger Keynes's picture
Roger Keynes
5498 pencils

Love to know what women from the Nether regions think!

And, is that meant to be a cock & balls next to the 20?

The Jobless Writer
Will Think for Salary

chicagohour's picture
chicagohour
361 pencils

How can a man be so beautiful..he is

Hmmmmm

Billoughsby's picture
Billoughsby
5091 pencils

Ubare yubou subayubing
Mubike Dubidkuba's muban
buboobubies ubaruben't uball
thubey shubould bube?

"Ubi hubave lubearned thubat ubanuby fubool cuban wrubite uba bubad ubad, bubut thubat ubit tubakes uba rubeal gubenubiubus tubo kubeep hubis hubands uboff uba gubood ubone."
-Lubeo Buburnubett

Nike Diesel's picture
Nike Diesel
13389 pencils

My girlfriend's first reaction after reading the whole ad as a whole: Uuuugh ...
Me:
Her:
Me again:

Wordfruit's picture
Wordfruit
1023 pencils

So long as people know who it is, great idea.

Though if it already got lots of PR, no need for people on here's judgment.

somecopywriter's picture
somecopywriter
1107 pencils

Its a beautiful statement if you ask me. Brave client and agency rewarded with the attention they deserve.

chuckieT's picture
chuckieT
680 pencils

Great. Should win big.

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