Inspired by Cardrona’s legendary “bra-drona,” Rise & Shine’s activation partnered Nala with Project Uplift, the charity dedicated to providing bras to women and individuals in need across the Pacific Islands and New Zealand. The concept was simple yet powerful: hundreds of women queue—and then literally rip off—their bras, donating them on the spot to Project Uplift, all in the heart of Commercial Bay, Auckland’s bustling retail precinct. In return they got to add more roar to their underwear drawer with Nala.

The result? A visceral display of solidarity and support, captured by onlookers and quickly amplified across the media landscape.

Image Credit: Sylvie Whinray