As an inclusive brand that is all about joy the strategy seemed obvious: playfully combine what catches the eye (the models in their lingerie) with the logo we wanted people to see.

We were blessed with fantastic models who gamely mimed interactions with a logo they couldn’t actually see at the shoot as we shouted ‘up a bit, over a bit’ direction at them.

The result was some traffic stopping billboards that elevated both brand image and awareness across the U.S.A.