Oh, dear. Ogilvy Athens has developed a stunt for Nestlé Fitness called “The Tweeting Bra”:
A special mechanism is hidden under the hook of our tweeting bra. Every time our bra is unhooked, it sends a signal to a cell phone, the cell phone notifies a server, and the server generates the tweet… as simple as that!
It’s the first and only bra that tweets with a mission to remind you one thing you should never forget: your monthly breast self exam!
Who on Earth would wear such a thing?!?
Maria Bacodimou (@mariabacodimou), one of the most popular TV presenters in Greece, has very willingly joined our mission and will be wearing a tweeting bra for two weeks. Every time Maria unhooks the bra it will automatically post a tweet.
It’s kind of hard to follow Ms. Bacodimou or @TweetingBra if you don’t speak Greek (since that’s how they post), but one wonders how a bra that tells the world each time a woman takes it off is helping people think pure and helpful thoughts about women’s health…
Here’s the video:
You can check out the campaign site (in English) here.