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About

About

The "Embrace the Unseen" campaign for Maidenform Shapewear hinges on the insight that women don't want others to know they're wearing it.
Published:
 
 
 
 
 
 
Target Audience:
Females between the ages of 20 to 50 that have slight insecurities about their bodies.

Consumer Insight:
Women don't want others to know they're wearing shapewear.

Strategy:
Maidenform Shapewear stays hidden.

Concept:
Maidenform Shapewear is like an illusion: only you will know it's there.

Reasons to Believe:
Maidenform Shapewear is made from lightweight materials. 
Maidenform Shapewear features No-Show Smooth Silhouette
and provides a seamless look under any garment.
 
 
 
PRINT
 
Print ads incorporate optical illusions that demonstrate the disappearing nature of Maidenform Shapewear.
Copy:
 
Keep on staring.
The best kind of secret is one that stays hidden. With No-Show smooth silhouette, Maidenform keeps it under wraps. 
Embrace the unseen.
Copy:
 
Keep on staring.
There are certain things a lady never shows. Formed with you in mind, Maidenform stays out of sight.
Embrace the unseen.
Copy:
 
Keep on staring.
Sometimes the very thing that gets you noticed is the one that no one notices. Providing a seamless look under every garment, Maidenform ensures they never will. 
Embrace the unseen.
 
 
 
DIRECT MAIL
Closed copy:

Embrace the unseen.
 
Open copy:
 
Your confidence is showing.
But your shapewear shouldn't be.
 
 
 
 
IN-STORE
 
Display utilizes 3D displacement to create an image that can only be seen when viewed from a particular angle.
 
 
Package design where the product is hidden in the lower blue portion of the package, making the shapewear virtually invisible when seen in-store. 
 
 
 
OUTDOOR
Bus shelter employs optical illusion that reveals an image when viewed from afar, but disappears when approached. 
PR EVENT / GUERILLA
A Maidenform mirror adorns the seemingly normal side of an NYC building. When a woman approaches it to check her reflection, the mirror opens to reveal a hidden passageway. Spokeswomen and stylists usher her in, fitting her into Maidenform Shapewear and a designer gown while giving her a Maidenform Makeover. She is sent walking down the runway as a crowd of actors cheers her on and snaps her picture. She exits feeling empowered, while the public is none-the-wiser. This secret show was for her, and for her only. 
FACEBOOK
 
Runway pictures and more information on the event can be retrieved on a Facebook page entitled "The Unseen". 
Copy:
 
THEY'LL NEVER KNOW YOU'RE WEARING IT.
And that's what makes it so beautiful. Designed with the lightest of materials, Maidenform Shapewear provides control where you want it, and smoothing where you need it - without ever revealing that it's there.
 
WE THREW AN INVITE ONLY PARTY...
And no one was invited. Because sometimes, the greatest excitement comes from the things we never see coming. But women arrived none-the-less, and those who embraced the unseen were treated to a Maidenform makeover and sent marching down the runway in a show unlike any seen before.