The unique artwork was revealed in Greenwich Park. It featured 5,000 pairs of underwear and measured 15 metres high.
The activation was designed to mark the launch of Omega Pharma’s new herbal product used to relieve symptoms of a weak and overeactive bladder.
By creating the mural, Omega Pharma hopes to encourage women to ditch pantyliners and ‘liberate their lingerie’. This follows Urostemol’s survey findings that 89% of UK women don’t feel confident about being seen in their underwear.
Agency Golin Health worked alongside Undercurrent, Contraband and artists Here and Gone to create the activation.
Jon Hicks, one half on the artistic duo, said: "We've done larger than life collages before but never like the Urostemol 'Pantstallation' – she is a real one off. It's the first time in my career I've made a sculpture entirely from smalls, and with 5,000 used I'm sure it won't be happening again anytime soon.
"We hope that she captures the spirit behind the 'liberate your lingerie' campaign, and helps UK women realise they can wear whatever knickers they want."
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