Category B02. Promotional Item Design
Idea Creation JUNG VON MATT Hamburg, GERMANY
Media Placement BONPRIX Hamburg, GERMANY
Production JUNG VON MATT Hamburg, GERMANY
Name Company Position
Thim Wagner, Jung von Matt AG Executive Creative Director
Andreas Ernst Jung von Matt AG Managing Director
Mirjam Wagner Jung von Matt AG Creative Director/Art
Gregor Willimski Jung von Matt AG Creative Director/Copy
Anna Lichnog Jung von Matt AG Creative Director/Copy
Birte Helmert Jung von Matt AG Client Service Director
Renee Hicks Jung von Matt AG Account Director
Felicitas Tennstedt Jung von Matt AG Project Manager
Edvina Harizaj Jung von Matt AG Copywriter
Jan-Erik Scheibner Jung von Matt AG Senior Copywriter
Erik Höhn Jung von Matt AG Senior Copywriter
Maria Torres Jung von Matt AG Art Director
Tomma Fehrs Jung von Matt AG Senior Art Director
Lea Vukovics Jung von Matt AG Junior Art Director
Lars Gerber bonprix Handelsgesellschaft mbH Division Manager Brand Campaign
Verena Herdegen bonprix Handelsgesellschaft mbH Lead Brand Campaigns
Malin Beckmann bonprix Handelsgesellschaft mbH Project Manager

The Campaign

The first bra designed to remind women to check their breasts – the ‘RememBra’ from the bonprix pink collection in cooperation with Brustkrebs Deutschland e.V. (the German Society for Breast Cancer). Our design idea broke with the conventions of the fashion industry, and yet was simple and effective: labels sewn into the bras (at an unusual spot: the inside of the cup) were designed to bother women on purpose when they put them on. Printed on the label were self-examination instructions, so they could examine themselves straight away.

Creative Execution

The design was developed with the help of healthcare professionals from Brustkrebs Deutschland e.V. Together, we turned an everyday product into an informational object, clarifying about early detection and breast cancer prevention in the most surprising and intimate way. Over the course of a few weeks and as a result of our multichannel strategy in social media, web and further offline measures, early detection was suddenly on everyone’s lips. With the budget for executions being very low (75k), we raised awareness in many media outlets through earned media – even national TV news reported on the campaign. Furthermore, we reached out to millions of people via (sponsored) TV programmes, plus articles in international lifestyle titles and daily papers. And that was just the start! The campaign keeps on inspiring women all over Europe to address the sensitive topic of breast cancer awareness.

Indication of how successful the outcome was in the market

We raised awareness for early detection throughout Europe: German TV news reported on the campaign and millions of people were reached via TV, articles in international lifestyle titles and daily papers. In addition to this, we cooperated with TV channels to provide information about early detection in special formats. Our german website was accessed more than 9.000.000 times within three weeks. For social media, there were more than 500,000 interactions on Facebook with high engagement rates for carousel and canvas ads. Furthermore, the campaign was integrated into the catalogue with 4.5 million copies. 180,000 customers received leaflets in parcels. But most importantly, we sensitised our target audience to the early detection of breast cancer and ensured that women in Germany and elsewhere talked about the issue in a wide range of online and offline channels.

To sensitise as many women as possible, we broke with the fashion industry’s laws on purpose – creating the first bra that disturbs its wearer. A disruptive idea, with the intention to reach as many people as possible and pull the public’s awareness towards early detection. To push the idea further, we used a multichannel strategy. Microsites in Germany, Austria, Switzerland and Italy provided women with further information. We also used social media with targeted Facebook ads and posts that provided information about early detection. On top of all this, we ran a live FB stream in Germany on 1 October, international breast cancer day. This enabled viewers to ask experts questions live. Offline we raised awareness with information events, product information in the catalogue and leaflets in parcels.