Neil is quite a character and we felt it was appropriate to playfully express his personality along with what he does.

Our idea was to demonstrate how ‘in to’ hosiery and lingerie he really was by using juxtaposition to allude to him wearing the women’s clothes.

The series of images were printed as A5 mailer cards and A2 promotional posters.

The campaign has been published in the pre-eminent design reference book ‘Smile in the Mind’ as an example of the best use of wit in design.