The Invisible Bra

Creative idea

1 in 8 Bulgarian women are affected by breast cancer. Yet only 50% check themselves regularly. That’s why this Black Friday, Fashion Days – Bulgaria’s largest online fashion retailer – decided to swap the typical influencer promos for something much more important. Right on the day, we sent influencers a special package. But instead of promo clothes or accessories it contained only one item: The Invisible Bra. A symbolic gift along with detailed instructions on how “to put it on”, which were actually instructions on how to check yourself for breast cancer.

Brand name: Fashion Days Bulgaria
Advertiser / client: Fashion Days
Product / service: Online fashion retailer
Campaign name: The Invisible Bra
Agency network: INDEPENDENT AGENCY
Agency: HUMAN, Sofia
Production company: HUMAN Production
Executive creative director: Alexander Bratimirov
Creative director: Konstantin Trendafilov
Art director: Kristiana Vulcheva
Copywriter: Petar Evtimov & Martin Gospodinov
Designer: Nelly Kirova
Account director (agency): Kristina Petrova
Illustrator: Alexandra Vacheva
Agency producer: Nikola Tsanov
Post production producer: Dobriana Yordanova