When Elle launched her lingerie line, we proposed an “assisted discovery” idea, which is more subtle than conventional advertising and aims to capture consumers interest first, then communicate a brand and call to action second.

An image of a pretty lady in lingerie was printed onto Polaroid stock, then distributed across various cities, targeting boutiques and coffee shops.

Polaroids spread intrigue; they make consumers wonder how a personal photo came to be left lying around. On closer inspection, the reverse of the Polaroid briefs the reader on details of the new range and nearby stockists.

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