LIGHTS... CAMERA... UNDERWEAR! sloggi, a leading brand known for its pioneering comfort-driven technologies in the area of bodywear and underwear, has just launched its new 360° global advertising campaign ‘ZERO LIMITS with sloggi ZERO Feel’.
The campaign by Director and Photographer William Spooner (agency: MullenLowe London, rolled out in European and Asian markets in early September 2024, captures the zero limits freedom of wearing truly comfortable sloggi underwear and bodywear. With ZERO body-shaming, incredible dance talents from breakdancers to street dancers put the new collections to the ultimate test – and that on their own bodies.
“Diverse sloggi bodies all over the world need comfort more than ever right now, and our research shows that our young-spirited audiences love to move their bodies to feel better about the world,” says Nick Tacchi, Global Head of Marketing & Consumer Engagement at sloggi.
“Thrilled to see another one of our campaigns come to life! Thinking back on all the hours we’ve put into this – it’s great to finally share it with the world. Big thanks to the amazing sloggi team and our extended team at MullenLowe UK & Craft Worldwide,” says Sonja Klocker, Global Brand Manager at sloggi.
Front and center is the sloggi ZERO Feel range, including the new sloggi ZERO Feel Bliss collection, that brings true comfort to people’s everyday with its upgraded comfort technologies. Whether for dancers battling it out on TV or simply every other part of life – this underwear promises a featherlight feeling of zero limits freedom. Making the ZERO LIMITS collection synonymous with carefree dancing – and not only on the dance floor.
sloggi ZERO LIMITS is all about broadcasting the confidence and the joy of moving with zero limits – a message underscored by bold pops of color in the campaign images. The campaign is accompanied by major out-of-home, digital, social, and retail activations in each market.
CREDITS
Dancers: Mia Jayne, Emily Yuen @ AJK Agency, Melody McAvoy, Alyce Justyne @ Mass Talent
Client Service Director: Tanya Faulkner
Senior Account Director: Maria Mandalenaki
Senior Account Manager: Rachel Lodge
Strategy Director: Hannah Hayes-Westall
Executive Creative Director: Imogen Tazzyman
Managing Creative Partner: Carol Naylor
Creative Lead: Jamie O’Sullivan
Design: Sharon Bayley-Chong
Head of Production: Jarred McKnight
Producers: Jess Wilson / Stephen Delahunty
Project Director: Emily Boggs
Photographer/Director: William Spooner
Production Manager: Vicky Byrne
DOP: Colin Thompson
Choreographer: Supple Nam
Wardrobe: Steven Spencer
H&MUA: Louise McCann
Art Department: Peter Rodwell
Editor: Lynn Ulrich / Liam Rustill
Retouch: James Eden / Joe Lewis
Artwork: Joseph Horsfall
Social Media: STAN STUDIOS Stuttgart
Find out all about it on sloggi.com/brandpage
GoSee : gosee.de/fashion