Idea: Make women’s most uncomfortable fashion habit impossible to ignore.

Strapless bras are notoriously uncomfortable.

So we created Forget the Fidgets, a social campaign built around the awkward adjustments every woman knows all too well.

By speaking with women, we identified the six most common strapless bra fidgets and gave each one a memorable name like “The Bendover Boogie” and “Tuck the Girls In.” We then turned them into a series of playful social videos, helping women find both their fidget and the Maidenform bra designed to stop it.