Noiseworks creates lingerie mob
PR and experiential agency Noiseworks Media staged a fake protest in Sydney’s Pitt Street Mall to promote lingerie client Honey Birdette.
Around 40 models took part in the Valentine’s ‘s Day march demanding lingerie rather than chocolates.
Among the PR generated was a video on the Daily Telegraph’s website.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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Anyone got a feminist proof suit? There will be blood
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drums fingers….. awaits MTR response……
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obvious and completely tasteless but probably quite effective
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Good on em. I like a woman who knows what she wants.
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Seen this before…and Assiere.com did a fantastic job the first time around.
http://www.couriermail.com.au/.....6261302160
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Flash mobs suck.
This one doesnt.
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I am outraged at the lack of outrage.
Next thing, women will be able to wear bikinis at the beach.
Will no-one think of the children?
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No wonder the government doesn’t take protest seriously anymore. advertising….we are the 1%
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At last a decent flash-mob! And decent PR coverage.
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…how good are chicks
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Once my erection abates I will be writing a stern letter expressing my moral outrage and the affront to community standards!
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Where are the guys in their tighty whities?
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I would have really prefered to see a variety of women in this “protest” not just skinny white girls. Its amazing that with the average size in Australia being 14, companies still continue to isolate a majority of the consumers with unrealistic body images.
But with that being said, Noiseworks got the reaction that they wanted – the stunt made it in to the main stream press. It’s a pity imagine the reaction of the public and the press if they had the balls to a variety of sizes and ethnicities into their protests.
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Shame the Tele spelt the brands name wrong. Obviously the sub was a little…er…distracted.
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Benster, just wait for Mardi Gras…
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shouldn’t it have been executed a few days prior to Valentine’s ‘s Day so we silly blokes had time to go buy the lingerie, wrap, deliver and enjoy?
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Firstly, where’s the pun about ‘flash’ mobs from Mumbrella activists?
Secondly, on that point, what’s now termed a ‘flash mob’ used to just be called a bunch of scantly-clad chicks flashing their boobies on the street. Beware our own hype.
Thirdly, where’s the creativity? I hate being one of the nay-sayers on Mumbrella, I try to add something useful to the debate, but seriously… lots of hungry backpackers flashing their rudey-bot-bots ain’t creative. It’s easy. Where’s the integration? …Like single men on the street (the ones with eye’s popping out of their heads taking photos for later use) are selected to date the girls for dinner on the night at a high-traffic venue in town. It’s talkable. It’s content. It’s extendable. It’s a win-win. The men realise their fantasies, the girls get to eat something better than 2 minute noodles.
Fourthly… actually no… forget it. I was going to talk about their dancing skills but if I’m unwilling to dance in high heels in my undies in public, I can’t throw stones.
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The horrible cynic that lurks within, pretty much knows Mr/Ms/Mrs/Dr/Rev Valentine will be buying the wrong size anywayz if motivated by a mob. Nice try though.
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Similar campaign organised for Zuji Travel – No Pants by Let’s Launch (now Let’s, the brand connection agency) worked well to generate massive PR including Good Morning Show – check the link
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This should be the new Tourism Australia commercial
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why are you reading the comments? The pics are up there ^
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Wonderful, and I’d been keen to support the expansion of thisconcept into an annual, national event.
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lesson for all the “experiential” and PR agencies bereft of ideas……if you insist on rolling out the tired and boring flash mob format, keep it fresh with semi-naked chicks. this should be a rule for all flash mobs from now on.
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sales spike, or just cheap erections?
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