Nancy Ganz’s new language

Nancy Ganz’s new language

Bashful has come up with a new language for an advertising campaign for women’s shapewear brand Nancy Ganz.

B&T Magazine
Posted by B&T Magazine

Words including ‘smootheroverer’, ‘tuckerinerer’ and ‘firmeruperer’ form the campaign, which will run across digital platforms, print, online and on social media.

A series of 12 print ads featuring Australia’s Next Top Model winner Tahnee Atkinson will also be featured throughout the campaign. One will be rolled out each month during the 12-month ‘Define your body’ campaign.

Dianne Taylor, Gazal group brand marketing manager, said: “The campaign was informed by the insight that women have a secret language when it comes to talking about shapewear.”

Emil Vrisakis, creative director at Bashful, added: “Shopper immersions revealed that when buying the product, our consumer uses a series of sounds and gestures rather than words to communicate the products they use and the benefits for their body.”


Client: Gazal; creative agency: Bashful; media agency: Frontier Australia; photographer: Max Doyle; videographer: Dominic Locher; stylist: Jo Ferguson, Georgia Hilton; hair and make-up: Chris Coonrad, Felicia Young