MullenLowe Group UK
4 months ago
Today MullenLowe in London launched their new campaign for underwear brand sloggi’s new Oxygene bra.
The film, titled Mind-blowingly Light, is a surreal and poppy dramatisation of the feeling of wearing the Oxygene.
The story is told through the eyes of an underwear ad anti-hero, as she straps into her sloggi Oxygene. From the moment her clasp clicks, she is transported to a mixed-media world inspired by the extreme lightness of the bra.
From turning into an anime character in cotton candy clouds to a real-life renaissance painting to giant meringue mountains, each scene is more fantastical than the next.
After making her way through a series of mind-blowing scenes, the hero’s journey culminates with her riding a cloud, her Oxygene bra on glorious display. The campaign aims to showcase the mind-blowing feeling of sloggi’s lightest ever bra by taking the audience through an unforgettable film they won’t be able to take their eyes away from.
Media is being handled by Wavemaker and launches globally this month across TV, digital, VOD, in-store and OOH. The film was directed by LA based duo WATTS (Tripp & Jenna Watt) and is their debut UK production since signing with Outsider in London.
Bronwyn Sweeney, creative lead at MullenLowe in London said: “My partner Loren Cook and I wanted to make a bra ad we'd want to watch. We took inspiration from music videos instead of classic bra ads to create a film that felt more like an experience putting the sloggi Oxygene at the centre of these mind-blowing scenes. We felt really lucky to have a client who was on board with the idea and honestly, it’s our favourite thing we’ve ever worked on. When else do you get to say bucking cloud bronco and see it happen?”
Nicola Tacchi, global head of brand and marketing at sloggi said: “Our campaign is the perfect way to launch the sloggi Oxygene Infinite, the lightest bra sloggi have ever made. The product is the physical manifestation of sloggi’s passionate commitment to comfort and innovation while our creative remains true to our fun, irreverent and bold brand personality.”
Agency: MullenLowe, part of MullenLowe Group UK
Chief Creative Officer: Jose Miguel Sokoloff
Senior Creatives: Loren Cook
Senior Creatives: Bronwyn Sweeney
Designer: Cris Jones
Head of Account Management: Paul Wilde
Account Director: Lee Allen
Account Manager: Bec Grapiglia
Strategist: Emma Batho
Producer: Nicholas Kurs
Producer: Lisa Tuck
Production Company: Outsider
Director of Photography: Alexandre Jamin
Producer: Jeremy Bannister
Exec Producer: Simon Elborne
Editing house: Cut & Run
Editor: Sam Bould
Post-Production company: Nash
Producer: Flavia Gannam
Shoot Attend: Felipe Passarini
Vfx Lead Artist: Cirilo Bonazzi
Vfx Artists: Alice Villela, Cirilo Bonazzi, Diogo de Moura, Felipe Passarini, Luiz Fernando Tavares Alves, Renata Prado
Post-Production Coordinator: Andre Baltrusaitis
Post-Production Assistants: Gabriel Bittencourt
CG Lead: Fagmario Rodrigues
CG Artists: Andre Neumann, Fabio Fernandes
Sound design: Ben Leeves
Sound Studio: Jungle
Music company: TERRORBIRD MEDIA
Genres: Animation, Comedy, People
Categories: Underwear, Clothing and FashionMullenLowe Group UK, 4 months ago