Category: Best Use of Mobile Devices
Advertiser: LA FILLE D'O
Product/Service: LINGERIE BRAND
Agency: FAMOUS BRUSSELS
Creative Director: Tim Driesen (Famous Brussels)
Creative Director: Joeri Van Den Broeck (Famous Brussels)
Creative Director: Christophe Ghewy (Famous Brussels)
Interactive Director: Jonathan Detavernier (Famous Brussels)
Project Manager: Katrien Dupon (Famous Brussels)
Webdesign: Pieter Nijs (Famous Brussels)
Webdesign: Ken Wuytack (Famous Brussels)
Webdesign: Laurens Groven (Famous Brussels)
Webdesign: Elke Helbig (Famous Brussels)
Development: Thomas Matheussen (Famous Brussels)
Pr: Liesbeth Pyck (Famous Brussels)
Creative: Tim Driesen (Famous Brussels)
Media placement: I Phone App - Internet - 7/9/2011
Insights, Strategy & the Idea
La Fille d’O is a Belgian Lingerie brand. Known for it’s eccentric designs and provocative style. And La fille d’O is more than the fabrics: it’s a way of life. With a great love for the female body and naked skin.
The result: they got banned from Facebook. Not one time, but over and over again.
We decided to challenge the censorship of puritan Facebook by making an online ecosystem that allows users to bend the rules of censorship.
Creative Execution
The base is an iPhone app: Obscura
This app allows people to censor their own pictures and upload them to any social network without taking the risk of being banned … and burn in hell.
This way even the most innocent pictures ends up being sexually suggestive.
Users can easily send the pictures they make to La Fille d’O and give their permission to use them to build the website for the lingerie brand. The other content on the site comes from the blog of Murielle Scherre, the owner of La Fille d’O.
Results and Effectiveness