Cannes Lions

LYCRA FIBRE

DDB BRASIL, Sao Paulo / INVISTA / 2006

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Overview

Entries

Credits

Overview

Execution

To exploit the fashion theme within the show and in the day-to-day activities of the characters, by means of 11 merchandising actions in different months, highlighting the LYCRA label that evidences the presence of the fibre in the lingerie, and encouraging the use of lace in the pieces, thus generating a new trend on the market.

Outcome

Naturally the goal to boost the use of LYCRA is attained, since its fully in tune with the soap’s theme. The initiative reinforces a market trend toward a migration from wearing cotton lingerie to intimate pieces with LYCRA, more comfortable and beautiful, besides being those most coveted by consumers.

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