SapientNitro was set the task of re-establishing the brand, increasing consumer demand, and reaffirming LYCRA®’s premium brand positioning.
Our global objectives were to making the invisible visible: emotionally connecting the brand and consumer by increasing LYCRA®’s emotional significance, relevance and desirability.
Our Organising Idea was LYCRA® MOVES YOU™, born out of the insight that when your clothing contains LYCRA® fibre, it gives you the confidence to move – and express yourself fully – physically, emotionally and creatively.
We developed a fully integrated campaign, with LYCRA® MOVES YOU™ informing film, print, digital, social and PoS creative work.
The LYCRA® MOVES YOU™ film embodied freedom of movement in an evocative and balletic way. Directed by the award-winning Philippe André, it followed a young woman as she danced through six highly stylized vignettes, representing the situations she encounters throughout her day.
Wearing a range of LYCRA®-infused garments, every movement her body made was captured by a ground-breaking 3D time-lapse “trail” effect.
The print campaign was developed with internationally acclaimed photographer Rankin. Inspired by the work of Eadweard Muybridge, we captured the elegance of physical movement using the aesthetics of fashion photography and time-lapse visuals of choreographed moves. The result was a print campaign that brought the LYCRA® MOVES YOU™ idea to life in a totally original and arresting way.
Awareness of the LYCRA® brand has grown from 33% to 48% and recall has increased 13%. Results also show that the campaign generated strong emotional connections to the key LYCRA® equities of freedom to live life to the fullest, freedom to move, and fit.
Film Advertising Crafts
Broadcast & Moving Image/Broadcast Design
in Fashion & Beauty Commercials Under 1 Minute