Comfortable Conquers Posted on | LBB Online

MullenLowe London has launched the first ever unisex campaign for underwear brand, Sloggi. Entitled Comfortable Conquers, the campaign highlights the emotional benefit of comfort, not just the physical.

Three years on from the launch of Sloggi as a standalone brand, the campaign officially launches the next product in their ZERO Feel platform, the ‘ZERO Feel Softbra’. The comfort-first underwear brand has also extended the ZERO Feel range for men, and will feature men in the campaign for the first time ever.

Comfortable conquers features a man and a woman wearing ice skates, capes and Sloggi underwear. The campaign highlights the importance of comfort in our lives, stating that “Comfort is like an entourage of confidence marching with us in our daily conquests.”

Media is being handled by Wavemaker and launches internationally today across VOD, TV, in-store, influencer activations, digital display and social.

EJ Galang, creative director at MullenLowe said: “Feeling comfortable is the starting point for feeling confident and able to face the day. This campaign reflects that and highlights Sloggi’s high-quality range and the emotional, as well as physical, effects of comfort.”

Nick Tacchi, global head of marketing at Sloggi said: “We’re excited to launch our new product range with the Comfortable conquers campaign. The creative perfectly demonstrates our position as an innovative, comfortable, everyday bodywear brand.”


Agency: MullenLowe London
Chief Creative Officer: Jose Miguel Sokoloff
Creative Director: EJ Galang, Katrina Encanto, Silvia Sella
Creatives: Charlotte Robbins, Nina Grifiths
Joint Head of Account Management: Victoria Ellis
Account Director: Lee Allen
Account Executive: Anna Connolly
Strategy Director: Emma Batho
Strategist: Anna Jenkins
Producer: Alex Pemberton, Stacey Bannister
Assistant producer: Natalie Miller
Designer: Augusta Lindquist, Bethia Connolly, Marco Marsili, Chris Davey, Stacey Hurst.

Production Company: Stink
Director: Owen Trevor
Director of Photography: Jallo Faber
Producer: Paz Parasmand

Editing House: Marshall Street Editors
Editor: Guy Savin

Post-production company: The Mill
Producer: Colin Oaten & Mia Saunders
2D Lead / VFX Supervisor: Gareth Brannan
Colourist: Seamus O’Kane

Sound design: 750mph
Sound engineer: Ben Gulvin

Music company: Adelphoi
2D assist: Lucie Brant
Motion Design: Michael Drayton
Colourist: Matthieu Toullet

Sound design: Factory
Lead sound: Phil Bolland

Music company: Theodore (music Supervisor Harley @ Theodore)

Retouching/CGI Post Production: Curious Productions

Photographer: Sean de Sparengo

Nick Tacchi – Global Head of Marketing
Andrea Ratonyi – Global Head of Brand Communications
Tom Jacobs – Global Head of Brand Strategy
Sonja Klocker – Global Communications Specialist
Lydia Bronze – Global Marketing Analyst

This article was originally published on LBBO