Northern Irish Strip For Retail Campaign

Hyping the fact nobody takes off more, 70 percent, a campaign in Northern Ireland for retailer The Outlet features people with, well, 70 percent of their clothing off. Some, we're told, will be 100 percent naked which is, we're told, a big deal for the conservative Northern Ireland market.

The campaign, which includes print, radio, outdoor, digital and promotion, is called The Naked Truth and broke this week.