It shouldn’t be brave to show bare boobs. But it is. Facebook thinks it’s far too naughty. But when you’re making an ad for sports bras that come in 43 different styles and 72 sizes, it’s smart to show how different individual women’s boobs can be.
The ad in question, The Breast Gallery, is for adidas and comes from TBWA\Neboko. It belongs to the campaign #SupportIsEverything and is running online. The uncensored breasts are accompanied by a simple message, The reasons we didn’t make just one new sports bra. The new sports bra collection is being unveiled on Valentine’s Day.
Variations of this image debuted on Twitter and Instagram and a billboard was also unveiled at adidas’ headquarters in Herzogenaurach, Germany, with others launching soon in different markets.
Both the campaign and the bras were borne out of the fact that 90% of women are not wearing the right sports bra. Women’s bodies and breasts come in many shapes and sizes and there are endless ways in which they move during exercise, and women should have more options when it comes to bras.
To make the ad, TBWA\Neboko, brought together athletes and a female-led team and the images were cropped below the neck to ensure anonymity and a focus on the women’s breasts. The photography approach is heavily inspired by the visual language of photo-journaling, using the lens to tell intimate, personal stories of our athletes, models and product. The ad’s photographer, Sophie Ebrard, was chosen for her portfolio of women in the nude, shot as personal projects and studies of the female form, physically and emotionally. The female gaze was considered imperative to this project in order to create intimacy, acceptance and a safe space.
Annie Chiu, creative director at TBWA\Neboko, commented, “As a creative director, we always hope to create work that impacts culture for real change. For women in sport, there is still a long way to go, but it’s steps like this that opens the door for more. In seeing this campaign, I hope that all women look at the Breast Gallery and have the same epiphany I had, ‘my body is normal and it’s perfect just the way it is’.”
Natalie Gruis, chief strategy officer at TBWA\Neboko added, “Women have been restricted by bra options that are not inclusive of all women, how their body changes and every type of activity in their life for long enough. This campaign was born from real insight, to solve a genuine problem. Strategy that starts from the product has enabled us to get to an idea that exists in the world in support of her limitless potential, so that every woman can feel supported.”
Natalia Forster, business director, TBWA\Neboko, stated, “Staying true to adidas’ purpose, ‘Sport has the power to change lives,’ this campaign will hopefully have a positive impact, helping women feel seen and finally accepted in sport, no matter their body shape or size.”
One of the models commented, “I lived in LA for several years, which is a very ageist place. Lots of women use plastic surgery to look/stay young. I’m not judging that, but it was empowering to see women of all ages at this shoot, showing off their natural beautiful boobs with such pride. Yes, their boobs may look different than they did when they were younger, but that’s because of all these amazing life experiences. I was really touched by that. I always feel like everybody wants to grow old, but no-one wants to be old. Let alone look old. This shoot taught me that aging is a beautiful thing.”
Credits:
Brand: adidas
Senior Vice President, Global Marketing: Vicky Free
Global SVP & GM Sportswear: Aimee Arana
VP Brand Comms: Flo Alt
Senior Director Brand Communications: Ole Westerholt
Manager Brand Communications: Katja Kusche
Senior Adidas Producer: Holly Craggs / Eva Pineda
Senior Production Lead: Maliyali Okoi-Obuli
Design Directors: Eva-Maria Miller & Maria Giorgiani
Brand Design Senior Project manager: CAITRIONA MORGAN
Global Brand Communications, Social Media & Partner Publishing: Hannah Esser
Global Social Media & Partner Publishing Manager: Michelle Keiter
Global Communications Manager: Marie Vogel
Global Senior Communications Manager: Johanna Hofman
Media Lead Europe: Robert Seidu
Global Retail Director: Clara Dooley
Senior Manager Digital & Retail Marketing: Brendan Monnier
Agency: TBWA\NEBOKO
Executive Creative Director: Thierry Albert
Creative Director: Annie Chiu
Copywriter: Hana Ovcina
Art director: Camila Shoji
Director: Sandra Winther
Photographer: Sophie Ebrard
Business Director: Natalia Forster
Brand Directors: Danielle Ingham & Mounir Bekkouche
Brand Manager: Ilona Baste
Brand Coordinator Sascha Hak
Executive Producer: Rosemarie Praaning
Producers: Elissa Singstock, Annelien Orbie, Elise Hagedoorn & Aleks Podhorodecka
Production Companies: Newland, Cabin & No.8
Partner Agencies: The Midnight Club, Intermarketing, Clubhouse, Hill+Knowlton Strategies, Mediacom & Jellyfish
