Creative Execution

We developed a revolutionary bra that cannot be unhooked without true love. A built-in sensor reads woman’s heart signal and sends it to a special app via Bluetooth for analysis. The app calculates "True Love Rate" based on changes in the heart rate. When "True Love Rate" exceeds a certain value, the bra hook is unlocked automatically. With cooperation from doctors and psychologists, many real couples were monitored to work out how the heart rate changes with true love. Although the product is wearable device loaded with latest technology, it was crucial to maintain beautiful design, and comfort when worn.

・The concept movie reached over 5,000,000 views on YouTube within one month. ・The project has been featured in more than 90 countries, which is over US$8,300,000 in Ad Value with NO paid media. ・An enormous amount of tweets, shares, and comments on social media. ・E-Commerce website raised access by 1,000% ・The bra experience package sold out in less than a minute. This product sparked conversation around the world and created an opportunity for people to think about the importance of true love. We proved that a bra could support not only breasts but also relationships between women and men.

Recent bra market hasn't been innovative, most of brand has same method of push-up with similar design. Women have dissatisfaction about it, and think bra should be more close to themselves. Ravijour is lingerie brand with 12 branches within Japan, seeking for oversea expansion. We needed to strengthen brand engagement by showing new possibility or value for bra, to express Ravijour's brand line, “We do anything for women”. The brand target women who is in their 20s tends to be afraid of being betrayed or disappointed by men. They want to seek true love and achieve peace of mind. That’s why we decided to evolve bras from barrier between lovers into a tool that ensures true love by using latest technology. Target consumers are fun seekers who have highly digital literacy. Therefore, we aimed to develop campaign using digital and entertainment that can generate WOM in social media.