ZeroGram 1

Creative idea

The defining feature of the “Zerogram” product, as its name suggests, was its almost weightless design — practically zero grams. In other words: lightness, and plenty of it. Across all our films, we showcased this sense of lightness through a series of absurd, unexpected scenarios. We brought to life just how “exaggeratedly light” the bra was by presenting equally exaggerated moments. Drawing on familiar, universally recognized situations, we added absurd twists — turning them into a memorable, stand-out series.

Brand name: Penti
Advertiser / client: Penti
Product / service: Innerwear & Bodywear
Campaign name: ZeroGram
Agency network: INDEPENDENT AGENCY
Agency: aRthuR Istanbul