This creative, larger-than-life publicity stunt from Omega Pharma served as the campaign launch for the brand's new bladder remedy, Urostemol Femina. The playful 'Pantstallation' was created on a spread of grass using 5,000 pairs of ladies underwear. The over-the-top display measured 15-meters high and was a joint collaboration between agencies Golin Health, Undercurrent and Contraband.
Urostemol Femina is a new Omega Pharma herbal product that is formulated to relieve symptoms associated with overactive and weak bladders. The Urostemol 'Pantstallation' was on display in London's sprawling Greenwich Park.
The 'Pantstallation' encourages women to liberate their lingerie and ditch the security of pantyliners and was created by artists Here and Gone. The publicity stunt signals that consumers are growing tired of traditional healthcare marketing efforts.