In Amsterdam on International Women’s Day, a flock of giant buoyant breasts glided blissfully down its beautiful canals, to celebrate the fact that boobs are just boobs.

That they’re simply body parts, part of what makes women, women.

“Whatever you call them, in whatever language, be it boobs, baps, tits, tetas, memmen, möpse, norks, nichons, to us their gloriously different array of shapes, sizes and skin tones are all equal, and we feel the world should just let them be,” 72andSunny Amsterdam stated.

“But merely having a pair seems to be disruptive.”

So a team of women from 72andSunny Amsterdam launched a delightful diversity of boobs into the water – from small to big, veiny to hairy, fake to pierced – asking to keep women’s body parts free from shame and stigma, objectification, harassment or censorship.

“Why should boobs have to follow some unwritten social and cultural rules? Let’s set them free, and support their fundamental rights as funbags this International Women’s Day with the hashtag #JustBoobs,” the agency added.

The idea was triggered by agency research with close to 160 participants, which revealed that nearly 78% had felt embarrassed by their boobs at some point in their lives.

Laura Visco, deputy executive creative director at 72andSunny Amsterdam, stated, “We think it’s pretty strange that as a society we are so stressed out about boobs. Our team’s aim is to highlight the scrutiny and unnecessary sexualisation that boobs still have to go through.

“We want to open up the dialogue about everyone having an opinion about this supposedly ‘controversial’ body part. You still can’t post any pictures showing nipples on Facebook or Instagram for example if not showing breastfeeding or, say, mastectomy scars.

“Cultural policing of women’s bodies starts early and only gets worse with age. Too big, too small, too old, too young – boobs are judged, inspected, grabbed and censored. At 72andSunny Amsterdam, we believe all breasts are wonderfully equal. No judgement here. They’re just boobs.”

Credits

Agency: 72andSunny Amsterdam

Senior Designer: Wendy Richardson-Dupart

Junior Designer: Laura Colored

Deputy Executive Creative Director: Laura Visco

Senior Writer: Mareka Stake

Senior Art Producer: Nili Zadok

Junior Producer: Veronique Beumer

Production Company: Ernesto Bos