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Sloggi: Body Adapt
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MullenLowe is today launching sloggi’s new Body Adapt bra. Following a refreshed brand strategy for sloggi, this campaign spotlights real women within their own creative practices. As Gen Z overtake millennials as the most influential consumer group, sloggi’s brand strategy has been revitalised to reflect this. Encouraging Gen Z to use their cultural influence, this campaign focuses on the energy of collective empowerment being seen all around the world in on and offline acts of creativity. Showing bra-wearers as their authentic selves, from artists to skaters, musicians to braiders, gymnasts to drummers, MullenLowe shone a spotlight on six individuals via a series of spinoff films. This global creative approach continues to act as a springboard for locally activated campaigns featuring local creators and makers from New York to Berlin. Directed by Quinn Wilson during the pandemic, Body Adapt highlights the powerful transformative technology of the sloggi Body Adapt bra and the brand’s raison d’etre, to help everyone move through our world in comfort and style.
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