An approach was devised wherein the less than flattering and widely resented labels given to women's body shapes such as 'pear' or 'apple' were renamed with the names of the great artistic masters, e.g. ‘Ruebens’ and ‘Boticelli’, which celebrated and revered women's shapely forms.We commissioned market research, The Shape Report, to quantify how women felt about their bodies. The strategic idea was to launch a quest to find six women, each representative of one of the six body shapes named for the artistic masters, to act as brand ambassadors for the Triumph Shape Sensation range. At the heart of the campaign was a website: theartofshaping.com, empowering and celebrating the feminine shape with style and creativity.

Channels utilised to drive consumers to the site and bring the campaign to life on the street included:- Magazine partnership (Marie Claire)- Social media- Online advertising, banners, EDMs- PR/events.

The promotion ran over a 6-week period, and considering Australia’s small population of 22 million, the results were outstanding:- Retail sales for Shape Sensation up 45% over budget- Over $1.1m worth of free TV coverage was generated (including coverage on the 4 major TV networks)- National newspapers and magazines also covered the story - More than ¼ million women visited the site- Over 1,700 entered the competition- 63,000 voted through social networks.The campaign positioned Triumph as an advocate for women and it continues to promote the positive portrayal of female body shape and image.