La Senza’s “The Cup Size Choir”

Posted by & filed under Audio/Visual, Fashion, Graphic.

Bernard Magri (28) is a freelance digital designer located in London and working for a few advertising agencies. Magri was the mind behind La Senza‘s “The Cup Size Choir” viral video, which made it second top viral of the week on The Guardian earlier this month. He was also responsible for the general online aspect of the project.

Karmarama, the agency that deals mostly with Nintendo TV advertising, called in Magri for their first La Senza project. Their idea was that of a cup size choir… 7 girls with bra sizes A to G sing their respective music notes A-G. With it being intended as a Christmas viral, the girls ended up singing “Deck the halls”.

“I got Rauri Rochford to work on the coding whilst I directed the video shoot and designed the Cup Size choir logo. Later i set up the simple website interface, to allow focus on the girls and the products. Next came the individual loops and “pressed states” for the creation of a smooth interactive ‘piano’ transition which could then lend itself for users to record their own tunes and share them through social networks. Whilst shooting the girls, a guy was holding them on his back from underneath the bed. When instructed, he would dip and the girl would tune her respective note!

Working in these massive studios in north London (while Kylie Minogue was next door filming a commercial) was indeed a brilliant experience. Additionally it’s not that often for a designer to spend a day with seven girls running around in lingerie!”

The viral did really well and in the first week it had over a million hits and it was featured on the press worldwide. A blog post on on the first day exposed it to a wider international audience. Since it’s launch on December 1st it got over 2million hits and some interesting recordings such as Metallica’s “Nothing else Matters” and “Phantom of the Opera”.


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  • I love the idea since it’s interactive and playful and it is obviously different and stands out. It also increases the involvement of people with the brand since people can play their own tune and share it. It was aimed at men to help them with their Christmas shopping and it obviously appeals to them. Since I am doing my thesis on women in advertising, I can say that I did not find it dehumanizing. In fact it is a rather playful way to advertise your brand and products.

  • Thanks Marie Claire, that’s really good to hear since that was our aim (get the attention of males but don’t make the females hate it). Some women have mentioned it being sexist but I see it exactly the way you do!

  • 🙂 I’ve seen so many ads that are sexist, dehumanizing, treat women as objects and others, but it’s surely not this campaign.
    I liked that it used the product (lingerie) connected to the sizes and notes as the main concept. The women then show better the idea 😉 since they are also the target for this brand. In my opinion, it also does not have a degrading atmosphere but a rather sweet one. I would also like to mention it as part of my thesis research 🙂
    Thanks & keep it up!

  • Etienne Micallef

    Good to know you are doing well Bernard!

  • how are you, glorious blog on lardy loss. parallel helped.

  • Kevcash

    Nice innovative idea. Well done all – lovely Xmas Greeting!