What do you do when Facebook bans all of your client’s content? You create a social campaign entirely made out of water-coloured boobs. Well at least that was the answer for YourBreast and agency Fenton Stephens.
YourBreast, a Melbourne based breast augmentation centre, had a massive problem. Their main advertising platform quickly became unusable when they were flagged for posting adult content.
To add further complication, not only could YourBreast not post content featuring their product, breasts, but even their content that didn’t feature any was flagged for simply linking to their website (which did feature breasts, obviously).
When the ‘adult content’ being flagged is literally your product, this poses a bit of a challenge.
Fenton Stephens solved this issue by collaborating with Spanish illustrator, Cristina Nogales, to put together more than 80 pairs of illustrated boobs that were then crafted into a variety of weird and wonderful executions. To circumvent the website linkage issue, the illustrations were built into a Facebook Canvas that acted as a stand-alone microsite containing all the vital info, facts and features that YourBreast required.
Not only did this overcome two huge problems, but it gave YourBreast the most distinctive and approachable branding in the category.
Says Jess Wheeler, associate creative director and partner, Fenton Stephens: “This is a prime example of obstacles becoming opportunities. We saw this as a chance to not only solve the client’s dilemma, but change the conversation at the same time. In a category saturated with insta-models and stock shots, YourBreast now has a unique platform to converse with their potential clients.”
Says Ana Pareja and Isabel Evans, creative duo behind the campaign: “We couldn’t have been more excited when this brief landed in our hot little hands. Once we found the solution of using whimsical illustrations and an honest tone, we saw an opportunity to create a whole new brand platform. A platform that stands against industry trends and instead bases itself in real insights. We’re not advertising at women; we’re advertising to women.”
Says Rick Hartman, general manager, YourBreast: “We’re thrilled with how this campaign is turning out. This is exactly the type of solution you want from an agency.”
Since launching, the campaign has immediately generated leads for YourBreast and will be extended into additional social channels.
General Manager: Rick Hartman
Co-ordinator: Emily Freeman
Agency: Fenton Stephens
Executive Creative Director: Alex Fenton
Associate Creative Director: Jess Wheeler
Art Director: Ana Pareja
Copywriter: Isabel Evans
Account Executive: Elise Taylor
Director of Analytics & Performance: Joey Dorrington
Senior Digital Strategist: Ryan Wilson
Illustrator: Cristina Nogales, Ana Pareja
Director of Strategy – Simon Antonis