In a campaign created by Fabric (part of the TBWA Group), lingerie retailer Bras N Things highlights ‘Big Boob Energy’ as the counter to ‘Big D**k Energy’, a term that has used one male body part as a symbol for confidence.
Big Boob Energy celebrates womanhood in all forms, shapes, and sizes. It’s an energy that anyone can embody, no matter their size. As the brand says on their website: “Feel supported, confident and unstoppable in our full cup and curvy range.”
Natalie Chalmers, head of marketing, Bras N Things said: “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.
She added that ‘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 of 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.”
On the brand’s YouTube page it writes:
I’m all about the big, the bold, the bougie.
My BBE, in all its shapes and forms.
It’s my Big Boob Energy and it’s a vibe, so watch out. It’s my BBE that frees me from fitting in.
And pushes me to take on challenges for the fun of it.
My energy is so big and beautiful it can’t be contained. It’s contagious and I hope it catches on.
I am Big Boob Energy.
and I’m flaunting it and all its many things.
The campaign 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
