sloggi's Wildly Surreal Campaign Takes a Trip to Cloud Nine

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MullenLowe London launched the campaign for the latest Oxygene bra
sloggi's Wildly Surreal Campaign Takes a Trip to Cloud Nine

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.”

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AGENCY

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

 
FILM

Production Company: Outsider

Director: WATTS

Director of Photography: Alexandre Jamin

Producer: Jeremy Bannister

Exec Producer: Simon Elborne

Editing house: Cut & Run

Editor: Sam Bould

 
Post Production

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

Animation: WATTS

 
Sound

Sound design: Ben Leeves

Sound Studio: Jungle

Music company: TERRORBIRD MEDIA

 
Media
OOH, POS & In-Store
CGI – Serial Cut c/o Bernstein and Andruilli.

Genres: Animation, Comedy, People

Categories: Underwear, Clothing and Fashion

MullenLowe Group UK, 2 months ago