As convincing as a demo could be

What does Dutch fashion retailer HEMA have to do to convince their female audience that their new Mega Push-Up line of lingerie can achieve miracles?: Torture test it on a man.

And the man in question was no other than Australian androgynous model Andrej Pejic.

If it works on him, it would work on any woman. Simplicity at its best, it won a Bronze Promo & Activation Lion among others.

Regional Executive Creative Director, Geometry Global Asia Pacific