Skincare brand Ella Bache has launched a digital installation of its most recent campaign at Sydney's Circular Quay, despite the Outdoor Media Association (OMA) rejecting it last month for having "sexual overtones".
The campaign, 'Skin Solutions As Individual As You Are', featured two images of three nude female models - one where they were smiling and the other with serious expressions. The latter was knocked back by the industry body on the grounds the serious expressions "increased the sexual overtones of the image". The one which showed the models smiling was accepted.
At the time, Faie Davis, freelance creative director for Ella Bache, told AdNews she at first "thought it was a joke" and that political correctness was "invading everything".
The skincare brand this week launched an illuminated cube showcasing the executions at Sydney's Circular Quay. The installation, which measures 3m x 3m, plays a branded four-minute film of the campaign, with the women's bodies partially covered by overlayed graphics.
Samantha Bragg, marketing director at Ella Bache, said it was a "modern artistic extension and celebration" of the campaign and the brand's "individual skin solutions message". It has been created by digital agency Spinifex.
As to why it's shaped like a cube, that's a homage to the brand's staff. "As a salute to their therapists, who are responsible for the brand’s unique diagnostic approach to skin care, Ella Baché has named this installation, the Cube-icle, after their place of work," said the company.
What do you think of the new installation? Let us know your thoughts in the comments below.
The original campaign images: 
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