To express this into a print ad, we decided to run our sexy ads on typical men magazines, where you can see a lot of naked/semi naked women. But our ads, on the contrary, didn't allow men to see what they wanted to see. The very same format of the print ads was the obstacle for them to see what they desperately wanted.

We raised awareness for a lingerie brand in an unexpected context, as in Argentina men love that their couples wear lingerie but they don´t usually buy it themselves. The main objective was to raise awareness for the brand and drag consumers to look for the brand on the web, which was completely fulfilled with a 44% increase on the searches for the brand´s name on internet searchers.