Bra-vo: Finding a home after the fun
Clever Oxygen campaign uses a giant brassiere
January 30, 2006
A used brassiere, a rather large one, is in search of a new home, and suddenly all manner of people are opening their doors, from frat boys to breast cancer activists.
By large we mean way large, measuring 20 by 40 feet. It is beige, a little beaten up by the elements, and bicoastal. One cup drapes over a billboard on New York’s West Side Highway at 125th Street. The other tops a similar display in Hollywood.
The brassiere was put up as part of a billboard display for Oxygen’s “Campus Ladies,” a new series about the adventures of forty-something women who return to college.
The bra was scheduled to come down last week, but the ad agency, Toy NY, has been struggling with the issue: Where do you store what may be the world’s largest bra? Or they were until last Friday and a story in the New York Post. Says Toy spokeswoman Samantha DiGennaro: “Now everyone wants it.”
The “Campus Ladies” campaign included, in addition to the billboards, middle-aged women in Grand Central Station dressed up as cheerleaders and yelling about the pains of aging as they flash their sagging bottoms. There was a boob-droop interactive magazine insert featuring the chest of a typical college woman compared to the breasts of a more mature “Campus Lady.” There was also branded toilet paper in Manhattan bars and wrapped water coolers in media agencies.
Among those who have come forward to rescue the bra is a man who wants to add a pink ribbon to it and affix it to his Manhattan rooftop. The idea: Raise breast cancer awareness among passengers the elevated trains that pass by. An NYU fraternity asked for it, as has a wedding photographer who wants to snap newlyweds seated in the cup.
Toy was founded six months ago by Anne Bologna and Ari Merkin after they left Fallon New York.
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