Italian lingerie brand Intimissimi launched a six-week pilot programme inviting women to bring in their old bras and receive a €3 credit towards new Intimissimi bras. The pilot was supported with a multimedia ad campaign featuring Russian model Irina Shayk who urged women to help save the planet as materials from old bras can be recycled for use in household insulation products.
According to the brand, 30-40% of all bras sold in its stores during the event were bought using the trade-in offer.
Via. Future Foundation nVision