Bendon’s Lovable brand takes ‘Selfies with Besties’ in new campaign via Whybin\TBWA Syd
Whybin\TBWA, which was recently appointed to Bendonʼs roster of agencies, has created the ʻSelfies with Bestiesʼ campaign featuring selfportraits of Lovableʼs long time brand ambassador Jennifer Hawkins with model Israela Avtau complete with colourful, pop inspired hair.
Selfies were once used only by people travelling alone, but now the self-portrait or ʻselfieʼ has become the photography angle of choice for snap-happy social media users.
Accompanying the ʻSelfies with Bestiesʼ campaign is a social photo competition, which gives girls the chance to win a weekly Lovable prize by uploading ʻselfiesʼ with their ʻbestiesʼ to Twitter, Facebook or Instagram. The competition will run until the end of the month.
This is the agencyʼs first campaign for Bendon, with creative appearing on outdoor this week and Facebook competition live until the end of the month.
For more information, click here to visit Lovables Facebook page.
Client: Bendon
Creative agency: Whybin\TBWA Sydney
Copywriter: Bryony Proctor
Art Director: Paz Molina
Creative Group Head: Pete Galmes
Media: Vizeum
26 Comments
If this is a ‘selfie’ Jennifer Hawkins must have the longest, bendiest arm in the world.
So… they’re encouraging girls to upload pictures of themselves and their friends in their underwear to social media…
makes the nz ad look gold
Lost opportunity.
Looks tacky and garish.
That ‘image manipulation’ is as tacky as it comes.
She does, tweedle, she does. *sigh* such happy memories…
@Don, good point, though their Facebook page explicitly rules out any photos with underwear being posted (to the grave disappointment of 45-year-old guys looking for a heavy breathing opp.)
I actually like this (not so much the ads, more the idea). Mock the creative all you like, but “selfies” as an activation taps into the target market well, and is actually a relevant use of Instagram. If the client puts enough $ behind promoting this, it’s likely to get a good response.
Agreeing with @Justin, when you’re investing this much into a campaign it’s worth your while to actually buy the $10 wigs. Or hire a better touch-up artist.
I love this campaign. Not as an ad guy, but as a guy. And I think you’ll find that’s the only qualification necessary to notice and admire this work. To those who think it’s tacky and garish – that’s precisely why it’s good.
What an incredible idea!
How amazing!
Women will love this!
What utter rubbish!
Why doesn’t the photographer doesn’t get a credit, A. because it is so shit he (and I say he because they couldn’t have been taken by a woman) requested his name be taken off or B. she has supposedly taken them and they think they can fools into thinking that?? apart from the yellow Background where she is holding the camera?
And whats going on in the yellow background one with the legs?
You have taken women’s lib and advertising back to the 80’s
Selfies? self indulgent sexist crap
Just looks like a campaign celebrating friendship and a popular social behaviour. And considering the target audience it makes sense.
Ha ha ha, they are already getting a pasting on their FB page. Here’s what one respondent says on there – “I’m a 21 year old girl who is by no means conservative in any sense im also not a feminist nor a mother, just so you have some context this is coming from your target market…
but its very easy to see right through whatever attempt at marketing you’re trying to create here.
The ‘selfies’ attempt at a campaign is very undermining for girls and women. Whoever conceived the idea this is all girls do is just take ‘selfies’ with their BF4E / bff should reconsider their view on women.
this is what loveable wrote on their facebook page earlier:
“we’ve mashed three of your favourite pastimes together. Besties, Selfies and Winning Stuff” ….. polleeeaasseeee
believe it or not loveable not all girls do that, some of us are actually into reading, writing, painting, commerce, finance, politics etc as opposed to just standing around vainly taking photographs of ourselves…
the fact you have jen hawkins means you must of put some cash into the exercise but this is just a really lame campaign… its not creative in any sense, the lookbook is lame, obviously she is not taking those photos herself anyone with 10% sight can see that .. how long is your arm meant to be? hair looks crap & how innovative… co-ordinating the all the colours
from previous posts ive read on facebook from months ago which havent been responded to i doubt this will get any response, perhaps maybe a delete ..i just hope some of you read this and reconsider promoting such a crap cause..
i also hope no more campaigns like this emerge.. i have a younger sister and would hate if she thought it’d be a good idea to take of her clothes and take photos of herself with her buds… i know it said ‘infront of the colour outdoor posters’ or whatever but the fact you created the images for the lookbook and are promoting them shows this is what your brand is associated with ..
These simple adverts brighten my commute on the way to another bleak, boring day in the office. I feel blessed to be part of a culture that dishes up this delicious fluff on a regular basis.
“I have a younger sister and would hate if she thought it’d be a good idea to take off her clothes and take photos of herself with her buds.”
Dear oh dear.
Ha, love it. That same 21 year old is getting a roasting on FB.
Jake Herbert – Says grace goes to COFA, shes artistic and articulate…. and cant wait to boast about this rant to her hipster friends first thing tomorrow in ceramics class.
Apparently she works at Mccann Erickson mmm. Sounds like orchestrated Facebook hate synonymous with the industry.
I think this is quite fun. It captures the silliness and fun of being a teen.
The feminists will definitely disagree though.
And they’ve almost managed to make Jennifer Hawkins face interesting. Almost.
A number of people on FB are concerned that because it’s an undies brand and the campaign ads reflect that, the contest must also be calling for entries in a similar vein.
Seeing that some of Lovable’s consumers are likely to be teens, that’s a valid concern. But the no-undies disclaimers are clear and upfront, and all the entries so far are kosher. Plus they get vetted first, no doubt.
Dunno why any of this means that women are incapable of reading, finance, politics, etc. etc. If people wanted to rail against “sexism”, then Wonderbra ads would have been more spot on.
My god, that photo-shopping on the hair is a shocker.
What utter crap, seriously, this is just about as bad as it gets.
As TBWA seem to be on here actively defending the work, maybe they could explain why they were not brave enough to insist that Hawkins et al took the shots in the same way they are asking fangirls to shoot themselves. Terry Richardson has been using natural technique for years with major brands. What annoys me about this lazy execution is that it is just like any other lingerie ad, reusing the same old tired visual language, over-production and pixel-by-pixel retouching. There was an opportunity to do something new and different but instead it is the same old same old.
This is utter turd, the hair looks like 45 sec photoshop youtube tutorial effort, wtf are selfies? I guess it’s supposed to get us thinking that besties lez off in their sexy undies, newsflash most off the target don’t want to lez off with their besties.
Selfies actually comes from porn terminology.
This campaign has wrong written all over it.
The FB social media part of this just gets worse. The brand is replying to critical posters using the same standard customer service response, which looks terrible when you are reading a thread on Timeline. And now they have attracted the interest of family advocates and are clearly way out of their depth. Who on earth suggested this would be a good way into social for them?
What girls strip and take photos of themselves half naked with their best friends? Most girls I know are extremely self-concious of their bodies and the thought of this would horrify them. Bizarre.
As if sexing on a camera makes your hair that colour!
How could they get this over promise so wrong!
I cant wait until people realise this!!
why does everyone think they HAVE TO send photos of themselves in their underwear with their best friend?
– i can not see where it says that one must be their underwear as a requirement to participate.
– there are no photos of women from the public participating in their underwear. i can only see the print ads have models in underwear.
– just because the print ads have women in their underwear, doesn’t mean THEY ARE MAKING ALL WOMEN SEND PORNO shots of themselves to the facebook site.
Can everyone stop behaving like a bunch of tuck shop mothers!!!! and realise that all humans can think for themselves & are installed with some kind of discerning antenna, which means most people would NOT send photos of themselves in their undies.
when did 1+1 = spot the pedophile
or – the comment – “most women are extremely self-concious of their bodies” – you need a psychologist sista!!!
all the whiners are an offspring of a nanny state.
P.S. the colourful print campaign is very fun & eye catching. i like. well done.
When a violent pre-op transexual kidnaps two girls at knifepoint, puts them in a dirt hole in his cellar and forces them to repeatedly hold a camera up and pose in the hope of winning some Loveable goodies, we’ll know who to blame.