Posted: Oct 28, 2011
Vanish unveils world's largest bra for Wear It Pink
Vanish commissioned award winning events management ggency, Chillisauce to raise awareness of its sponsorship of Breast Cancer Campaign’s Wear it Pink fundraiser by breaking an unusual Guinness World Record, creating the World’s largest bra. The enormous bra was suspended from ITV Southbank Building today, Friday 28th October, Wear it Pink day.
Wear it Pink is Breast Cancer Campaign’s major fundraising event. Vanish is supporting the campaign for the second year running with donations being made to the charity from sales of all Vanish Wear it Pink branded packs.
In order to break the Guinness World Record the bra needed to be made to scale so the initial challenges faced by Chillisauce were to find a location where the bra could be rigged and source specialists to make a quality bra that would adhere to the adjudicator’s stringent standards. After a great deal of research M Putt Sailmakers, the only remaining sailmaker in London and the company who make marquees for the Queen, was appointed and began making the bra by hand.
Progress of the build was documented on www.WorldRecordBra.com, the official site for the campaign, created by Chillisauce to help create a social buzz and drive awareness of the campaign.
- The bra took 4 weeks to make from lightweight spinnaker nylon
- It took 375 square metres of fabric
- It measures 27 metres under the bust, 31 metres around the bust
- It’s equivalent to a 34B
- The fabric weights 75 kilos but with the metal fasteners it weighs a total of 90 kilos
The ITV Southbank Tower was chosen as an ideal prominent Central London location to guarantee high profile coverage.
Rigging began 6 days prior to Wear it Pink day and took a team of professional abseilers 3 days. Footage of the installation of the bra was recorded and streamed online after the big reveal which was carried out live on This Morning by Gemma Merna from Hollyoaks.
Says Stefan Gaa, RB marketing director, makers of Vanish: “Raising awareness of our sponsorship of Wear It Pink via a Guinness World Record Breaking stunt has proved to be a great success, it really captured the interest of the nation. Executing the project was a real challenge but one that the team at Chillisauce took in their stride - delivering on-time and on-budget. The location worked well and ITV were really supportive and the interest generated for the Breast Cancer Campaign and Vanish partnership was second to none.”
Says Adrian Simpson, creative director at Chillisauce; “We were delighted to be appointed by Vanish to work with them on the Wear it Pink campaign. As an agency we won the contract to be Guinness World Records’ Official Partner earlier in the year and it was great to work on a project that tied in to a high profile national fundraising initiative, not to mention for a leading UK FMCG brand.”
Continues Adrian; “Our background in hosting unusual events stood us in good stead and the team worked hard to ensure the campaign created maximum impact for Vanish and Breast Cancer Campaign. The record was successfully smashed and Chillisauce has another Guinness World Record under its belt – watch this space, we’ve only just scratched the surface of where our creativity and energy can take us.”