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ITV Cancer Research Guinness World Records

Giant bra suspended from ITV Southbank Building by Vanish for Wear it Pink day


By Ishbel Macleod, PR and social media consultant

October 28, 2011 | 2 min read

Vanish has suspended a giant pink bra from ITV’s Southbank Building today in a campaign created by events management agency Chillisauce, to raise awareness of Wear it Pink day.

Breast Cancer Campaign’s Wear it Pink fundraiser sponsor Vanish aims to break the Guinness World Record for the world’s largest bra with this campaign, with it taking a team of professional abseilers three days to ‘hook’ the bra up.

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.

Adrian Simpson, creative director at Chillisauce, said: “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.

“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.”

ITV Cancer Research Guinness World Records

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