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.
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.