The 2nd skin underwear campaign by JWT Dubai for K-Lynn Lingerie just won the Dubai Lynx 2008 Print Gold award on 2 April, 2008.
The goal of the campaign is to show you just how comfortable you would be wearing them, as if you are wearing nothing.
The print ads are titled "bra", "string" and "Panty", so you would expect that they feature a bra, a G-string and panties. Right? Well, K-Lynn Lingerie is your 2nd skin, so you only see a small strategically placed ribbon decoration.
While I find "nudevertising" for some brands a bit much (I mean, how much sense does advertising for jeans using naked people make?), but in this case it is totally appropriate and cleverly employed.
The campaign was photographed by Tina Patni with art direction by Rania Makarem and Sally Tambourgi.