BLUEFLY. Four page insert in ELLE, VOGUE, and LUCKY Objective: driving potential customers to the BlueFly web site. Built on these three presumptions:

a) That no matter how many clothes a woman owns, she never has anything to wear.

b) That there are emotional triggers that start the purchasing cycle.

c) That being inappropriately dressed creates a feeling similar to the common nightmare of being naked in public.

Highly controversial. Hugely successful.

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