Proactive Brief:
Develop an idea for your brand that best uses the Digital Out of Home medium.
Idea:
Female comfort is at the heart of everything sloggi does. It’s what’s driven all sloggi innovation since 1979.
To celebrate International Women’s Day, we want to show the female population that every design in our range is made for them - not for the male gaze. To do this, we’ll recreate the most iconic ad of all time. But with one major difference.
Featuring the original Wonderbra model, Eva Herzigova, ‘Hello Women’ is an ad that speaks to women and promotes comfort over conforming to standards set by men. Eyes to camera, full of attitude and confident in her own skin, this is a side of Eva we’ve not seen before - one who embodies sloggi’s belief that every woman deserves to feel great in her underwear.
Role:
Creative teamed with Cat Roehricht.
