Berlei has unveiled a new brand platform ‘In Support of You’ via The Monkeys, part of Accenture Interactive, and has launched an impactful campaign that refreshingly admits “a bra can’t change the world, but a good one can support you through it”.
The campaign aims to emotionally connect women to the Berlei brand, rather than highlighting a specific bra range.
Directed by Revolver’s Leilani Croucher, the campaign acknowledges there are many challenges that still hold women back, and that the right bra should support them to feel better prepared to take on whatever life throws at them.
Featuring superstar brand ambassador Serena Williams, ‘In Support of You’ will run nationally on broadcast television and will be supported by social, digital, PR, EDM’s, and point of sale.
Says Andrea Michelle, marketing manager, Berlei: “At a time when we need to connect and support each other more than ever, Berlei is going back to its heartland, recognising what differentiates the brand, and talking loud and proud about its well established and entrenched role of supporting women.
“With this campaign we want to show women we understand them, we speak directly to them – women-to-women – with a message of support and solidarity.
“The Berlei campaign bravely admits that we play but a supporting role in the success of women – albeit an essential one – by stating with refreshing honesty and inarguable legitimacy: ‘a bra can’t change the world, but a good one can support you through it’.”
Says Barbara Humphries, executive creative director, The Monkeys: “A bra has one job, and one job only. While Berlei bras do that one job very well – so well that Serena wears them exclusively when competing – there’s a limit to their superpowers. We couldn’t resist having fun with that.”
To help women find their new favourite bra, the campaign also has separate executions for three key Berlei ranges. Featuring women from the TVC (including Serena Williams) these films give us a little glimpse into their worlds, and highlight the key benefit for each range.
Marketing Manager: Andrea Michelle
Brand Manager: Jade Massaad
Creative Agency: The Monkeys, part of Accenture Interactive
Managing Director: Matt Michael
Executive Creative Director: Barbara Humphries
Art Director: Becky Feiner, Katyana O’Neill & Katie Kidd
Copywriter: Allie Steel & Charlotte Taylor
Group Account Director: Kezia Quinn & Shannon Duhig
Account Director: Natasha Delin
Senior Account Manager: Ruth Peck
Head of Production: Penny Brown
Film Producer: Katie Bassett
Senior Integrated Producer: Tanith Williamson
Designer: Melissa Watson
Production Company: Revolver
Director: Leilani Croucher
Executive Producer: Pip Smart
Producer: Alex Kember
Producer(Serena Williams): Anna Mannix
DOP: Zoe White
DOP (Serena Williams): Andrew Commis
Post House: The Glue Society
Editor: Scott Stirling
Colourist: Scott Stirling
Online: Viv Baker
Casting: Natalie Harvie @ Citizen Jane
Music & Sound: Otis Studios
Photography Production Company: Union Management
Photographer: Sarah Adamson
Senior Producer: Belinda Blooman
Photographer (Serena Williams): Jez Smith
Retouching: Capture Lab