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

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.”

CREDITS:

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