All-female creative team led by Australian filmmaker Paola Morabito creates global #TogetherWeTriumph campaign via VCCP
Triumph, one of the world’s leading underwear and lingerie brands, with local headquarters in Brisbane, has launched a global campaign #TogetherWeTriumph via international integrated communications agency VCCP, with offices in Berlin, London, Madrid, New York, Prague, San Francisco and Sydney.
#TogetherWeTriumph is a celebration of women all over the world and will be seen on TV, cinema, digital, social, OOH and retail worldwide.
Triumph worked with an all-female creative team led by award winning Australian filmmaker, Paola Morabito. Renowned for her beautiful visual style and potent portrayal of humanity and evokes an inspiring universal story of sisterhood. Paola is joined by a collective group of women behind the scenes, whom exemplify the campaign message #TogetherWeTriumph.
Empowerment is a recognition of sisterhood and togetherness, marking a new creative direction for the brand in 2018.
For over 130 years, Triumph has been supporting women through their product, giving the feeling of total confidence and providing fit solutions for all shapes and sizes. Embedded in the Triumph Brand Values is the support of women who support one another and representing the brand are thousands of employees who excel in service every day, from design and innovation to the fit experts in store.
The new campaign is a statement of empowerment, of strength, reflected through a series of ‘real life’ moments where kindness and understanding shines through each of the short scenes. We begin with a woman helping another with her toddler, a friend coming to the aid of another, a hand to pull her up, a time of marriage, a moment of Triumph on stage and a final show of solidarity demonstrates that women are stronger together and stronger still when supported by Triumph every day.
Says Triumph Marketing Manager AU/NZ, Alana Jones: We’re excited to bring such a powerful campaign to women all over the world. Triumph already has a strong association with female empowerment, because of its heritage in listening and fitting women in lingerie for over 130 years. The idea that women are stronger together and when supported by Triumph everyday, is a natural progression for the brand, which we’re confident, will resonate well with our customers.”
Adds Triumph Managing Partner, Markus Spiesshofer: “It is no secret that behind every women is another woman who inspires and helps her and this is what we want to celebrate. It is also a celebration of our Triumph family. Our employees all over the world who are constantly innovating and crafting lingerie with every woman in mind. Today this message of female empowerment is incredibly relevant and deserves our support.”
Says Suzanne McKenna, Global Head of Brand: “Our campaign in 2018 has a digital and social focus, which we will drive to connect with our consumers on a deeper level by putting her centre stage. By deliberately moving away from a product centric campaign, it has given us a fresh perspective to our communication across all our channels.”
11 Comments
I guess I missing something here, but why can’t men get involved too?
It’s a great spot, beautifully shot. I love the idea and the end line.
Just can’t help but wonder why the creatives weren’t named in the press release?
“Female creatives” to describe the people who actually came up with the idea?
Surely these creatives, female or not, deserve some credit.
A powerful example of what happens, when you let women do their thing.
So is this spot saying Triumph is not for straight women?
Now imaging a shit someone would get if it was “all male” team. Double standards.
If men were disadvantaged in advertising, yes this would be inappropriate, but as men are advantaged the general assumption is an all male team as that is how the stats are stacked. In the future we hopefully don’t have to say “all female”, look forward to equality.
so it’s a triumph to do every day things like help a parent whilst they load shopping into a car,or push someone with weak arms as they climb some tyres using rope?
Just feels like another tampon ad really.
A real feminist would burn those bras…
F*ck Yeah Peach!
http://www.campaignbrief.com/2017/08/berlei-celebrates-launch-of-it.html