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In Summer 2007 Portland, Maine’s The VIA Group won the Maidenform business. The agency's work for the legendary women’s intimates brand demonstrates the way advertising can touch people when least expected. In anticipation of a major intimates shopping season, up escalators (up escalators only, no down) in malls in major metropolitan areas, sponsored by Maidenform, delivered the message “All women deserve a lift now and then.”

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