Rules of the Game for Valentines Day

Bendon Lingerie has launched an online site, Rules of the Game, to promote bras as gifts on Valentine’s Day. TO help the guys who don’t know where to start, the site takes visitors through a step-by-step guide to choosing Elle MacPherson lingerie. The site features a woman in her underwear demonstrating each of the rules. Basic animation here.

Valentines Day Rules Interactive site


The Rules of the Game campaign was developed at Ideaworks NZ, Auckland, by senior art director Marie Mansfield, creative group head/copywriter Mel Coenen-Eyre, art director Hema Patel, head of interactive Aden Hepburn, interactive designer Ricky Chen, interactive producer Shaun Roberts, senior account manager Kristin Smolen. Photographer was Mark Carter, Auckland. Retoucher was Chris Clifton.

Filed under: Bendon, Interactive, Valentine's Day

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  • Megan from Imaginif

    Duncan you’ve got to do something our these Aussie men. I didn’t get any lingerie for Valentines Day…..I didn’t get anything for Valentines Day.

    Thanks for joining the Carnival of Australia – we have such wonderful Aussie women: Elle MacPherson, Kylie, Nicole Kidman, I am sure most men would like to Carnival with them.

    Don’t forget that you are hosting the Carnival in three weeks time. I’ll be in touch before then.