Cannes Lions

Simply Be - F-it

HOUSE 337, London / SIMPLY BE / 2023

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Overview

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Credits

OVERVIEW

Background

Simply Be had a big problem.

Despite stocking a full range of sizes, the brand was broadly known only as a plus size retailer. And most brand cues - from SEO to model choice to messaging – were reinforcing and compounding this misperception. This meant that, for most women Simply Be wasn’t on their radar and 71% of women aged 25-44 who were aware of the brand dismissed it as “not for them”. Worse still, even women who were plus size felt embarrassed to shop

there.

The retailer was not top of mind, it was misunderstood and dismissed by the majority; we needed to address this declining customer base. And fast.

Key objective: increase penetration, with a focus on broadening our audience out to younger and smaller-sized women, aged 24-34 and sized 12-18. To do this, we needed to create an emotional connection and boost our fashion credentials.

Idea

Our idea became a true campaign. Strategy was clear that this wasn’t just about highlighting our rational proof points around better fit, we needed to spark a movement; to make our audience feel the same anger we did and

to unite them against a common enemy: bad fit.

Cutting through the homogenous tropes of the category, our campaign stuck two fingers up to the industry that had repeatedly made women feel unworthy in their skin, through the irreverent play on words “F-IT”. This rallying

cry called for women to reject bad fit and its physical and emotional effects; from straps that dig to the tendency for women to blame their bodies and not the clothes.

Launching with a bold manifesto film, the campaign was supported by impactful OOH and amplified by a passionate and diverse cast of voices from the body positivity movement who shared our frustration.