Entropico leads production on new Modibodi campaign for life-changing apparel

Modibodi has today launched its latest brand campaign created in collaboration with Entropico, marking the brand’s evolution from internationally renowned period and leak-proof underwear to a full range of life-changing apparel catering to all of life’s leaks.

With strategy led by Emotive, and evolved by Modibodi, Entropico was engaged to communicate how Modibodi provides physical, emotional and ethical comfort with their expanded product range. A turn of phrase taken from thousands of loyal Modibodi customer reviews became the central brand platform; life-changing apparel.

Says Kristy Chong, CEO and founder, Modibodi: “Life-changing apparel is about redefining what comfort means for our customers in terms of the physical, ethical and emotional comfort they experience. It means being able to get our product in the hands of the differently abled and those who can’t afford it. It’s about celebrating what our bodies can do, instead of what they look like. It’s about our genuine commitment to life on our planet. And as always, it’s about breaking down taboos and using our platform to educate and de-stigmatise bodily leaks.”

The campaign features familiar human moments bringing to life the benefits of sustainable protection from all of life’s leaks – from first periods, and incontinence, to sweat and breastmilk.

Says Aislinn Lowe, director, Entropico: “It was really important to me that this campaign depicted bodies in a way that felt bold and powerful, showing characters at their confident best.

“I love the way that these scripts show moments of truth and comfort – whether that’s physical, emotional or psychological. Instead of showing leaks as a source of shame or discomfort, we focussed on moments where people are enjoying and celebrating their bodies, using self-assured camera movements and dynamic sound design to craft a world of confidence and panache.”

The integrated campaign was created for TV, out-of-home, digital, and social.

Production: Entropico
Executive Producer: Ainslee Littlemore
Director: Aislinn Lowe
Producer: Jemma Cole
DOP: Campbell Brown
Post Producer: Annabel Mils
Editor: Andrea Chen
Colourist: Marcus Friedlander
Music Composition and Sound Design: Rowan Dix.
Photographer: Natasha Foster
Stills Producer: Sophia de Vries
Casting: Daniel Berini from i4 Casting

Client: Modibodi
CEO / Founder: Kristy Chong
Chief Marketing Officer: Liana Lorenzato
Marketing Director: Justine Cusack
Creative Director: Marina Vasilieva
Lead Copywriter: Grace O’Brien
Senior Producer: Colin Tuohy
Senior Designer: Sarah Walters
Digital and Art Designer: Lucie Dela Chaise

Creative Strategy: Emotive