Marks & Spencer launched its latest BraFit™ campaign this February, encouraging everyone everywhere to embrace self-love and body positivity with their motto Love Your Boobs.
The BraFit™ campaign supports their longstanding BraFit™ service that encourages individuals to get their boobs measured in-store and aimed to revolutionise the way people perceive lingerie shopping.
The campaign runs from Thursday 15 February to Wednesday 6 March and has excited audiences with its innovative CGI (Computer-Generated Imagery) photos that transformed iconic London landmarks into larger-than-life canvases to showcase a selection of bras from their latest SS24 collection.
Anna Braithwaite, Marketing Director Clothing & Home at M&S said “So many customers come in wearing the wrong size bra and this incredible, free service M&S offers can help individuals across the UK to find their perfect fit.
“The CGI activation brings the campaign to life across social, supersizing the message in a fun and innovative way, across two iconic London landmarks – driving talk-ability and reaching a new customer demographic.”
Braithwaite explained how M&S worked with StudioB to create the specialised CGI images that depict realistic giant bras hanging in and around London including on London’s Tower Bridge.
The BraFit™ campaign debuted on the M&S’ Instagram accounts, @marksandspencer and @marksandspencerstyle on February 16th with model and presenter Georgia Jones, sharing her reactions to seeing the giant bra.
The well-established BraFit™ service offered by Marks & Spencer has already made a significant impact over the years, fitting an average of 1.1 million people across the nation every year.
Customers interested in experiencing the BraFit™ service first hand can book appointments in-store or online through M&S.com.
For more information on the campaign, please reach out to [email protected].
Featured Image Credit: StudioB – [email protected] (represented by [email protected])
