Gossard took full advantage of the flexibility available on digital formats, combining the outdoor element of the campaign with a viral initiative to raise awareness of their new Superboost lingerie range.

The outdoor element consisted of a 24 hour digital billboard campaign on key sites around London with the aim of stopping traffic with their take on the brands iconic advertising from the 90s.
The digital panels were intended to encourage members of the public to snap photos of the ads and upload it to a social networking site such as Facebook or Twitter with a view to winning some underwear from the Gossard range.

The campaign was a great success and generated a lot of PR for the brand, as per the brief.