Jane Pain is a high-end lingerie line, where every piece is a work of art.
TARGET: Men who give their partners gifts of lingerie.
INSIGHT: Men are far more aroused by what they can’t see.
STRATEGY: Following the lead set by lingerie itself, we found a way to “sensually conceal” – as well as reveal.
IDEA: We used the medium as a resource, strategically placing ads across the center pages in such a way that the magazine itself would hinder men from seeing what they most wanted to see.
Clarin Creativity Awards - Bronze grand prix
Gold Pencil - Press
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