"Life Saving Lingerie"

21 November 2019

60s

Don't wreck yourself.

Underwear innovation isn't something we talk about often at DAVID (in fact, we're not sure it's come up before), but CoppaFeel! have changed all that with their new range of touch-encouraging bras. The breast cancer awareness charity have designed a range of patterns to give wearers a template on how to check themselves for lumps, practically increasing their chances of catching cancer early.

The ad itself is a slick affair, filmed like a high-end music promo with all the sleek cinematography and model-like lounging that entails. A diverse cast also gives the work added heft, as director Amy Becker-Burnett presents bodies of all shapes and sizes with the same aesthetic appreciation.

With body paint, trippy animation, and other chic visual touches, this is an attractive piece of work which presents a clinical act as one of radical self-care - an attitude which is bound to appeal to the Millennial and Gen Z members of its audience.

UK

Charities