Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search


Directional Elle Macpherson Intimates Campaign

Directional Elle Macpherson Intimates Campaign

Chalks-Up 14 Australasian Advertising Awards

A revolutionary advertising campaign for international lingerie brand Elle Macpherson Intimates® has won a record 14 prestigious Australasian Advertising Awards.

The directional and evocative campaign, shot by cult British photographer Rankin, marked a stunning departure from both traditional lingerie advertising and from the brand’s own previous creative which had featured supermodel Elle Macpherson herself.

The “Intimate Moments” campaign showcased sophisticated and intimate glimpses of lingerie from the fashion-forward brand’s Summer 03 collections. These lingerie vignettes were glimpsed through windows, doors and keyholes.

The campaign, conceived by Australian creative agency The Glue Society, collected a stunning 12 silver and two bronze ‘pencils’ at the Australasian Writers and Art Directors Association AWARDs in Sydney late last month (November 27). These coveted awards, for Australian, Asian and New Zealand creative agencies, come in the shape of a pencil and cover four categories: Television and Cinema; Posters; Print Craft; and Print.

EMI has enjoyed phenomenal success since its launch in Australasia in 1990. It is now sold in New Zealand, Australia and the UK from around 1,200 retail outlets including Myer and David Jones in Australia, and Selfridges, Harrods, Harvey Nichols and House of Fraser in the UK.

Since its inception, the brand has been manufactured and distributed under licence by Bendon Limited, New Zealand’s leading lingerie designer and marketer. Last month, Bendon and Elle Macpherson signed a global licensing agreement which will enable Bendon to take the brand into North America and the Gulf States early next year.

Clare Morgan, Bendon General Manager, Marketing, says she is delighted with the AWARD result. “Elle Macpherson Intimates has always been about pushing the boundaries of fashion and style in both our design and our marketing approach. It’s fantastic that the campaign has been creatively recognised with such an outstanding AWARD count,” Morgan says.

The pencils received at the AWARDs for the Elle Macpherson Intimates campaign are:
1. Bronze in Television and Cinema 30 sec category
2. Silver for Print consumer magazine (b/w or colour) category for ‘Shoe’ execution
3. Silver for Print Consumer magazine (b/w or colour) category for ‘Ankles’ execution
4. Silver for Print consumer magazine campaigns category for ‘Lounge’, ‘Shoe’, ‘Ankles’, ‘TV’ and ‘Bath’ executions

5. Bronze for Mixed Media campaign category
6. Silver for Posters Point of Sale campaign for ‘Lounge’, ‘Shoe’, ‘Ankles’, ‘TV’, ‘Bath’ and ‘Chair’ executions
7. Silver for Print Craft Art Direction for ‘TV’ execution
8. Silver for Print Craft Art Direction for ‘Lounge’ execution
9. Silver for Print Craft Art Direction for ‘Ankles’ execution
10. Silver for Print Craft Photography for ‘TV’ execution
11. Silver for Print Craft Photography for ‘Blue Shoes’ execution
12. Silver for Print Craft Photography for ‘Lounge’ execution
13. Silver for Print Craft Photography for ‘Ankles’ execution
14. Silver for Print Craft Photography campaign for ‘Lounge’, ‘Blue Shoe’, ‘Ankles’, ‘TV’ and ‘Bath’ executions

© Scoop Media

Business Headlines | Sci-Tech Headlines


Postnatal Depression: 'The Thief That Steals Motherhood' - Alison McCulloch

Post-natal depression is a sly and cruel illness, described by one expert as ‘the thief that steals motherhood’, it creeps up on its victims, hiding behind the stress and exhaustion of being a new parent, catching many women unaware and unprepared. More>>


DIY: Kiwi Ingenuity And Masking Tape Saves Chick

Kiwi ingenuity and masking tape has saved a Kiwi chick after its egg was badly damaged endangering the chick's life. The egg was delivered to Kiwi Encounter at Rainbow Springs in Rotorua 14 days ago by a DOC worker with a large hole in its shell and against all odds has just successfully hatched. More>>


Trade: Key To Lead Mission To India; ASEAN FTA Review Announced

Prime Minister John Key will lead a trade delegation to India next week, saying the pursuit of a free trade agreement with the protectionist giant is "the primary reason we're going" but playing down the likelihood of early progress. More>>



MYOB: Digital Signatures Go Live

From today, Inland Revenue will begin accepting “digital signatures”, saving businesses and their accountants a huge amount of administration time and further reducing the need for pen and paper in the workplace. More>>

Oil Searches: Norway's Statoil Quits Reinga Basin

Statoil, the Norwegian state-owned oil company, has given up oil and gas exploration in Northland's Reinga Basin, saying the probably of a find was 'too low'. More>>


Modern Living: Auckland Development Blowouts Reminiscent Of Run Up To GFC

The collapse of property developments in Auckland is "almost groundhog day" to the run-up of the global financial crisis in 2007/2008 as banks refuse to fund projects due to blowouts in construction and labour costs, says John Kensington, the author of KPMG's Financial Institutions Performance Survey. More>>


Health: New Zealand's First ‘No Sugary Drinks’ Logo Unveiled

New Zealand’s first “no sugary drinks logo” has been unveiled at an event in Wellington... It will empower communities around New Zealand to lift their health and wellbeing and send a clear message about the damage caused by too much sugar in our diets. More>>


Get More From Scoop

Search Scoop  
Powered by Vodafone
NZ independent news