The controversial ad campaign for international lingerie brand Elle Macpherson Intimates has won 14 Australasian Advertising Awards.

The “Intimate Moments” campaign, shot by cult British photographer Rankin, marked the company’s move away from both traditional advertising, showcasing intimate glimpses through windows, doors and keyholes, and from the brand’s own creative concept that used the image of supermodel Elle Macpherson herself.

The campaign, envisioned by Australian creative agency The Glue Society, collected 12 silver and two bronze “pencils” at the Australian Writers and Art Directors Association AWARDs in Sydney. The awards, which come in the shape of a pencil, reward Australian, Asian and New Zealand agencies and cover four categories: TV and Cinema, Posters, Print craft, and Print.

Since its launch in 1990, the brand, which has been manufactured and distributed under license by Bendon Limited, has been successfully sold in New Zealand, Australia and the UK from around 1,200 retail stores. Last month, Bendon and Elle Macpherson signed a global licensing agreement which will enable Bendon to take the brand into North America and the Gulf States early next year.

“Elle Macpherson Intimates has always been about pushing the boundaries of fashion and style in both our design and our marketing approach. It’s fantastic that the campaign has been creatively recognised with such an outstanding AWARD count,” said Clare Morgan, Bendon General Manager.