sloggi gets moving

After a strategy refresh for sloggi, MullenLowe London has launched the clothing brand's new Body Adapt bra via a campaign that spotlights real women within their own creative practices. 

Showing bra-wearers as their authentic selves, from artists to skaters, musicians to braiders, gymnasts to drummers, the campaign shines a light on six individuals via a series of spinoff films [below]. Directed by Quinn Wilson through Object & Animal, Body Adapt highlights the brand’s main goal; to help everyone move through the world in comfort and style. 

“It’s a wonderful celebration of movement, and the freedom it empowers bra-wearers the world over," said Ewan Paterson, Chief Creative Officer at MullenLowe Group UK. With an idea that uniquely empowered influencers, from across the globe, to enrich the campaign with their vision of what freedom of movement means to them and their lives.”