By Osagie Alonge
With hemlines quietly creeping towards the neck and low-rises taking even deeper plunges, indecent exposure is now an everyday occurrence drawing feelings of dismay and delight from older folk and prepubescent boys alike.
Whatever feelings they draw, the actual act can be forgiven if the new campaign from online lingerie store Stylerebirth.com is anything to go by.
Drawing from various instances of lingerie exposure that most women can relate to, the campaign is particularly daring in a country with conservative sensibilities, turning a minus into a plus for the brand in a tongue-in-cheek manner.
As a credit for its daring message, the campaign has been featured in various international design websites, putting Stylerebirth at the forefront of how local Nigerian businesses can craft their messages to resonate with both local and international audiences.
The foremost international advertising compendium – Luerzer’s Archive , also featured the campaign as its Ad of the Week.
Speaking on the campaign, the Founder of Stylerebirth, Funmi Ibiyode, mentioned that ‘we knew we had no choice but be bold with our message and we have to do it with as much flair as possible’.
Asked about its campaign being featured on international design sites, she said ‘well, that wasn’t really envisaged but we knew whatever we created must be such that should resonate with anyone or anywhere where it is exposed’.
‘It comes down to how serious we are about building our brand. We take our communication seriously and we didn’t intend to compromise, no matter what. We knew we were onto something awesome when we contracted Kwirkly to create the campaign’, she added.
Kwirkly, a small team of creative minds, is taking the lead in providing businesses with cutting-edge creative works. Stylerebirth is one of its clients.
Read article Style Rebirth: Nigeria’s biggest online lingerie store hits off with new ad campaign»
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