Models strike a transparent pose

Dubai: In a bid to raise awareness for its X-ray products, Japanese monitor producer Eizo Medical Imaging has launched a striking campaign in the form of a model calendar that shows more than the usual aesthetics.

Realised by advertising agency Butter, based in Duesseldorf, Germany, the calendar shows 12 models — except that the images are of their X-rayed skeletal structures.

Eizo said the target group for the calendar ­— which has been produced in small numbers — are radiologists in the first place but the campaign has stirred a lot of interest after Butter received three prizes for the campaign at advertising festivals in Frankfurt and New York.

The calendar is meant to be a give-away for existing customers and potential new monitor buyers, the agency said.

"It shows the special field of Eizo Medical Imaging — high-end monitors for precise displays of X-ray shots to help collecting medical evidence," Frank Stauss, creative director of Butter, said, detailing the concept.

The agency said it was surprised by the interest the calendar campaign had generated.

Pictures of the calendar quickly spread on the internet via Facebook and Twitter.

The calendar will be distributed to select customers only and has already become something of a collectors' item.

Another amusing aspect of the campaign is that the X-rayed models are all entirely computer-generated.