Today, sloggi, part of Triumph Group, one of the world’s leading underwear and lingerie companies launches a TV advert in France. The campaign for the brand encourages consumers that feeling comfortable on the inside, means feeling comfortable on the outside, re-igniting the brand as a champion of ‘true comfort’ in the bodywear category.
This is the second piece of work from the brand since MullenLowe Group were appointed as global agency of record in January 2016. The first piece of work from eclectic directing duo, Mathery, who recently signed to 1stAveMachine. Created by MullenLowe for SLOGGI, the spot launches in France today. Everything was shot in camera, with the split screen and different sets being a tangible, physical presence rather than a post-production technique. All of the set design, art direction and of course film direction, by Mathery.
The campaign launches with a film featuring Alice and Lily Colfox directed by Mathery at 1st Ave Machine.
Anne Cohen, Marketing Director for Sloggi, says, “Sloggi starts its relaunch this season with a surprising communication on comfort. Enough talking about comfort in a boring and expected way. Here is a highlighted and feminine version of comfort, where it is not only about feeling comfortable in your underwear but also liberating well-being and confidence”.
The campaign launches on 4th October in France and other markets later in the year. It will run on TV and across social media.
Account Managers: Lee Allen, Roxanna Parry
Agency Production: Lucy Jay
Creative Agency: MullenLowe Group
Creatives: Cedric Gueret, Lucas Skornicki, Caroline Ribemont
Executive Creative Director: Jose Miguel Sokoloff
Head of Broadcast: Simon Sole (Broadcast affairs)
Planner: Sandy Doran