BLUEFLY. Four page insert in ELLE, VOGUE, and LUCKY Objective: driving potential customers to the BlueFly web site. Built on these three presumptions:
a) That no matter how many clothes a woman owns, she never has anything to wear.
b) That there are emotional triggers that start the purchasing cycle.
c) That being inappropriately dressed creates a feeling similar to the common nightmare of being naked in public.
Highly controversial. Hugely successful.Click on the Yellow navigational arrows above to see more from this campaign.