S by sloggi, a new campaign created in partnership with students from Central Saint Martins, has launched. The campaign was produced by MullenLowe London, with the students acting as creatives.
The partnership came about following MullenLowe’s long-standing commitment to Central Saint Martin’s annual degree shows and presentation of the MullenLowe NOVA Awards. 12 pairs of students submitted concepts for the campaign. sloggi selected the concept devised by Daniela Benaim and Zofia Zwieglinska, which was then produced by MullenLowe, with both students acting as creatives.
The campaign uses a meta-fashion concept to display the new S by sloggi range from ‘behind the scenes’, depicting the creative process behind a fashion editorial. The campaign aims to pull apart the components and principles of traditional fashion photoshoots by capturing models between shots.
Media is being handled by Wavemaker and launches nationally today across online, instore and OOH.
Tom Jacobs, global head of marketing strategy at sloggi said: “The creative credentials of CSM speak for themselves, particularly in the context of fashion, so for us as a brand it made perfect sense to partner with them on a campaign for our premium S by sloggi label. Through working with their students, we had the privilege to get fresh, uninhibited, future creative talent sharing their ideas for sloggi. The 'meta campaign' concept coming out of this exciting process perfectly showcases our line’s distinctive approach to premium underwear, demystifying and breaking conventional codes of luxury lightheartedly, on behalf of simplicity, sophistication and unrivalled comfort. The resulting campaign is visually striking, intelligent and as such truly astonishing.”
Roger Tredre, course leader of MA Fashion Communication, said: “The students of MA Fashion Communication welcomed the chance to work with sloggi. The company champions young talent and has shown a real appetite for creativity. The results of the campaign are a testament to this, seamlessly weaving together the sloggi ethos and our students’ aesthetic in a truly exquisite way.”
Jose Miguel Sokoloff, CCO at MullenLowe said: “sloggi is permanently pushing the boundaries of comfort in their products and the boundaries of how to talk about it in its communication. This collaboration alongside students at Central Saint Martins is the latest example and one of the most interesting to date.
Creative Agency: MullenLowe Group UK
Strategist: Anna Jenkins
Executive Partner: Phil Rumbol
Business Director: Victoria Ellis
Account Director: Lee Allen
Account Manager: Anna Connolly
Designer: Elizabeth Bolzon
Strategy Director: Emma Batho
Executive Producer: Bel January