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Debenhams commissions illustrators with anonymous brief about 'overflowing cups'

Illustrators from the Gather.ly artistic creative were invited to create a design from a brief containing only a single line of abstract text, including 'the band is riding up the back' and 'the cups are rising upwards'.

  • 'The cups are rising upwards' by Natalie Lines

    'The cups are rising upwards' by Natalie Lines

  • 'The band is riding up the back' by Edward Carvalho-Monaghan

    'The band is riding up the back' by Edward Carvalho-Monaghan

  • 'The cups are overflowing' by Eleanor Rose

    'The cups are overflowing' by Eleanor Rose

  • 'Digging into the shoulders' by Jean Jullien

    'Digging into the shoulders' by Jean Jullien

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No additional information was provided about the campaign or the company involved to the illustrators, in a move designed to remove the boundaries normally associated with a brand.

It was only after the designs were complete that it was revealed the work was for Debenhams’ Bra Fit campaign and the abstract briefs were taken from a guide on how to choose the correct bra size.

Brand: Debenhams

Client: Elena Antoniou, head of PR at Debenhams

Creatives: Edward Carvalho-Monaghan, Natalie Lines, Eleanor Rose and Jean Jullien

This article was first published on marketingmagazine.co.uk

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