Process

Research

Heward and his colleague did not conduct any research on who the users were going to be because they felt that "breast cancer affects everybody." In most cases, however, research would be done on the target audience.

Brainstorming

Heward and his colleague brainstormed ways of doing "something impactful that communicates the message." After some ideas and "normal conversation" they went with the most basic idea, "what do breasts mean in our society?" This thinking led to "if we care so much about breasts maybe we should pay more attention to breast cancer. Everything is about breasts, breasts, breasts. We use breasts to sell everything."

"We're obsessed with breasts."

Using Creativity

Now that their main idea was created, the two thought of ways of "communicating this in an intriguing way." One idea was to show a picture of a breast cancer victim in a family picture trying to convey "a real person." This and many other ideas were rejected because they weren't powerful enough. Then they thought of "using examples of how breasts are used in advertisement: lingerie, for example Victoria's Secret; porn, for example Playboy; and magazines." They concluded with using Cosmopolitan, Calvin Klein, and the Wonder Bra.

User Testing

They created some comps and presented them to friends and colleagues. "People didn't quite get the Wonder Bra idea." The Wonder Bra campaign won a lot of advertising awards, but, only people in advertising understood the message. So, they decided to go with Victoria's Secret.

Client's Decision

They created two different ideas for the client to choose from. The other idea was to use historical icons like Barbie and Marilyn Monroe with mastectomies. They knew which one was their favorite so they presented it last. The "Obsessed with Breasts" idea was an instant hit.