MullenLowe for sloggi - Zero Feel

March 2020

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New campaign for sloggi to raise awareness of its new ZERO Feel product range that is soft, comfortable and a joy to wear. 

The film shows the evolution of the bra over history, and how far it's come today in terms of comfort. Starting with a chambermaid frantically unfastening an iron corset, the campaign goes on to showcase a woman painfully rolling around while trying to undo a whalebone corset and a man hopelessly fumbling his hands as he tries to undo a woman’s bra. Throughout all of these situations, the ad shows that despite various innovations and iterations, women’s underwear has remained restrictive and uncomfortable. 

Culminating with the joyful and liberating feeling of wearing the Zero Feel product range, the campaign displays how women no longer need to feel limited by what underwear they wear.

MullenLowe Group UK

We work with some of the world's most innovative marketers; clients who think like challengers. And so do we. Our integrated approach involves a communion of our best talent with wit and charisma from every discipline. From brand planning to creative campaign development, customer experience to sustainability and purpose communications, media planning and buying to agile production. This approach ensures we deliver ideas that maximise the opportunity for the brand as a whole, never just one channel. We are part of a global network of distinctive agencies, rich in local culture with both intimacy and scale, providing a full service offering with a depth of resources across the globe in 90+ offices and in 65+ markets.