Removing the sting from hair removal ads

The Philips Lumea makes hair removal painless, but the same can’t be said for hair removal advertising.

We wanted the Philips Lumea - an intense pulsed light (IPL) device - to come across better. So we built custom-billboards that placed playful headlines - euphemistically referencing ‘Lady Gardens’ - among the leaves of real vertical gardens.

For added relevance, we timed the arrival and positioning of our media to coincide with Wimbledon Tennis and the Chelsea flower show.