Men have been brandishing their Big Dick Energy for eons. This year, pop star, Latto, made Big Energy a thing. So now women are getting that unique spark of confidence, and for them it comes from a bra that actually fits them and their personality, according to Bras N Things.

Fabric (part of the TBWA Group), and Bras N Things have created the phenomenon known as Big Boob Energy, a uniquely feminine energy that celebrates womanhood in all forms, shapes and sizes. It’s an energy that anyone can embody, no matter their size.

Bras N Things head of marketing, Natalie Chalmers, stated, “We’ve been observing a shift in the types of conversations people are having about their bodies in the media. It’s becoming less about what bodies look like and more about appreciating what our bodies can do. ‘Big Boob Energy’ is a term we defined for women of any size to embody, it’s an energy that comes from self-confidence and appreciation of one’s curves – encouraging more women to be unapologetic about it.”

Keenan Motto, creative partner at Fabric, added, “We took this as an opportunity to reclaim and rewrite terminology that celebrates women, their inner confidence and strength regardless of outer appearance. With ‘Big Boob Energy’ we are showcasing an entirely new energy. One the Bras N Things brand and its customers can revel in for seasons to come.”

The campaign launches Bras N Things expanded full-cup and curvy range of lingerie and will be running across TV, OOH, social, online, EDM and in-store. Big Boob Energy has also been trademarked by Bras N Things.

Credits:

Client: Bras N Things
Head of Marketing: Natalie Chalmers 
Brand Manager: Emily Schepis

Creative Agency: Fabric 
Director: Nathan Lewis 
Photographer: Nicole Bentley 
Production: Bolt
PR Agency: Coote Connex
Media Agency: OMD