Shangri La Lingerie: Onions

Shangri La - Lovely lingerie for all shapes and sizes.

In Swedish there are many synonyms for the word breasts. For example; onions, melons, rack, steering wheels and bombs.

Advertising Agency: the others., Gothenburg/Stockholm/Karlstad, Sweden
Art Directors: Katrin Moström, Fredrik Ternström, Jeppe Blomgren
Copywriter: Åsa Jernfält
Web director: Damir Franciskovic
Interactive designer: Jaroslav Karlsson
Account manager: Johanna Englund
Published: April 2010


atb2005's picture
13567 pencils

Lingerie is not just bras.. and these images mean just "breasts". Tagline is good! It also nicely ties in with the visuals. Still, I am not a fan of this campaign. The whole object-stands-for-something concept has been way overused. It's funny I was looking today at this Durex campaign, out of Italy, that did something similar, but there we had wieners, balls, bone(r)s, etc.

Adaddicted's picture
3435 pencils

I would prefer melons instead! Sweet and juicy ; )


mosho's picture
298 pencils

i think if the two onions in the same line aligned as the breasts it would've be better to me :)

Phil Lestino's picture
Phil Lestino
1686 pencils

I think a pair of tits in lovely lingerie would have been better for me....onions are sad they make me weep.

xcreativity's picture
2374 pencils

a little bit more obvious..

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theothers's picture
9 pencils

In the short rationale it is stated that the names of these objects (onions, melons, steering wheels, bombs, rack, etc) are synonyms for breasts in Swedish. So the idea isn't strange at all. It's just a way of communicating a lingerie brand in a tongue-in-cheek way, without showing any products.

art one's picture
art one
70 pencils

seen all 3..... all in all.... FAIL!

alejulimaty's picture
840 pencils

i´m just surpirsed they call breasts "onions". the campaign sucks.

silvi's picture
4172 pencils

Sorry, but this campaign is not selling me the product. SELL is the FIRST mission of advertising. Am i Wrong?

K P's picture
6 pencils

Onions is another word for boobs i swedish.

rolling.stone's picture
2740 pencils

i can buy a bit steering wheels (since that could indicate,. SL drives you to pleasure

but i cant but this one, onion makes me weep


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Riander's picture
318 pencils

Terrible, i dont like it...Think tits like onions!!! OMG!!! Please NOT!!!

Critic's picture
271 pencils

I liked the steering wheels.

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