More attractive than you think

I just came across this campaign from last year but how could I have missed it! The campaign ‘More attractive than you think’ made good use of builder’s bums, putting them in a light which I have never seen before!

The campaign had an important message behind it, aimed at younger generations looking for employment in Germany.

‘More attractive than you think’ advertising was backed by the Government who wanted to encourage younger generations into a ‘hands-on career’. Photographers captured plumbers, builders and mechanics wearing specially designed T-shirts.

Shots of the various scenarios went viral and were instant hits across the web and social media. There was so much support and attention that followers were asking where they could buy their own t-shirt.

Photographer: Markus Mueller's

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