BINGE and THE ICONIC join forces to launch ‘INACTIVEWEAR’ in a new campaign via Thinkerbell
BINGE, Australia’s newest entertainment streaming service, has partnered with THE ICONIC to create ‘INACTIVEWEAR’ – a 19 piece collection of unisex, luxe-loungewear, designed to help you stay comfy on the couch, while staying on trend.
The INACTIVEWEAR campaign was developed by Thinkerbell who instigated the partnership between two of its existing clients: BINGE and THE ICONIC. INACTIVEWEAR will be supported with an integrated campaign across PR, influencer engagement and a dedicated print, radio and digital ATL spend.
The collaboration saw some of the world’s most fashionable, yet inactive models… mannequins, strike some relaxed poses while streaming some of the world’s best content on BINGE. Australian (human) model and INACTIVEWEAR brand ambassador, Tahnee Atkinson also features in the campaign.
Says Adam Ferrier, chief thinker, Thinkerbell: “It’s hard to say what was more rewarding, bringing two great clients together, designing a fashion line, or working with some of the most experienced faces in fashion… Either way it was a lot of fun and incredibly comfy. It’s wonderful to see BINGE take such a creative approach to getting their name out there.”
Says Louise Crompton, chief marketing officer, BINGE: “BINGE speaks to the heart of what unturnoffable entertainment is all about. Escaping from the real world and indulging in an episode of a show you love, and another and another.
“The launch of INACTIVEWEAR means Bingers will now be able to stream over 10,000 hours of the world’s best shows and movies in comfort and in style!”
Says Alexander Meyer, chief marketing officer, THE ICONIC: “We loved joining forces with BINGE and Thinkerbell to bring this lounge-inspired capsule to life. Binge X THE ICONIC INACTIVEWEAR has already been an instant hit with our comfort-loving customers gravitating to functional, yet fashionable leisurewear.”
The range is available in sizes XS–XL exclusively on THE ICONIC while stocks last.
Clients: BINGE and THE ICONIC
Creative, PR & Influencer engagement: Thinkerbell
Production Company: Clockwork Films
Photographer: Janyon Boshoff
Retouching: Limehouse
14 Comments
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Come one just do a simple search –
https://www.itsnicethat.com/news/liam-hodges-dominos-pizza-vccp-fashin-fashion-160919
https://offhours.co/
https://www.adweek.com/creativity/dominos-made-wipeable-adult-onesie-so-you-can-get-pizza-all-over-yourself-while-eating-175316/
So people cant release fashion lines for brand collaborations because Pizza hut did it? What’s your point?
No. Many campaigns have borrowed from others, the good ones build on them and execute them better, this certainly doesn’t.
Few issues.
1: Its a new brand, branded merch works for established loved brands.
2: They’re charging an absolute fortune
3: Where’s the profit from the excessively expensive gear going, back into newscorps pocket?
4: They look awful
Not exactly trendy though. Like the idea. Not the look.
Have to say I like that this isn’t a partnership with an influencer. Seems like a fun product that’s on brand. Carry on.
This cartoon from the New Yorker 2018. Ha!
https://www.pinterest.com.au/pin/825073594207104956/
Nice idea. Exactly executed. Great work.
This stuff works when it’s from a brand people care about. Binge haven’t built that up yet
Great way for Binge to get on the radar via The Iconic. Nice execution.
$89 for track pants and $99 for a hoodie of a non-designer brand. Nice one.
And another client and fun piece of work. Thinkerbell have a phenomenal win rate!
Macca’s did a casual line of clothing with track pants and hoodies back in 2016 for the Olympics.
https://www.insider.com/mcdonalds-launches-olympics-legendswear-2016-8
https://vimeo.com/132823966