Beginning of 2010, Eizo, a Japanese manufacturer of specialty medical monitors, released a new screen model for radiologists. In order to call attention, the German site of Eizo charged the advertising agency Butter from Düsseldorf with a campaign. The result was, inter alia, a pin-up calendar that shows only bones and high heels of the models.
In fact, no woman had to pose lasciviously in the X-rays, because the photos were completely built by computer animation. Nevertheless the calendar was a success. The initially produced 200 pieces were quickly out of print. For 2011 the number of calendars will rise by more than ten times and will appear in several languages.
The agency got for her sexy skeleton-models several awards: The Art Directors Club, an important advertising association in Germany, awarded the first prize in the 2010 competition for the calendar. They got silver at the New York Festival and gold at the One Show in New York.
Photos: Butter, Agentur für Werbung GmbH and Avnet Technology Solutions GmbH / EIZO