With limited media spend, we wanted to make something that would be organically shared.

The Branger films launched online in the UK where underwear ads are rife with models in bras and underwear in unrealistic poses. Women are also sold sexiness at the sacrifice of comfort and humour which we didn't think reflected the current attitude of modern women.

Our campaign went against the norm of bra ads by barely showing the bra and delivery our message with humour. It showed you can create a connection with a product without actually showing it if the message is authentic.

3. Describe the creative idea - 150 word limit

Our creative idea was to create a word for how uncomfortable bras really make women feel. Turns out women aren't "hangry" (hungry and angry) but actually "brangry" (defined as: the feeling of intense betrayal at your bra that is slowly trying to kill you.) We then took the concept of "Branger" and turned it into a six-part online series hosted by a Branger Manager. Her aim was to convert women from wearing uncomfortable wire-poking bras to leading a truly Unfastened Life.

In this campaign, we identified that women suffer in silence in uncomfortable bras every day, causing episodes of distressing #BRANGER; when the irritation of an ill-fitting underwire or scratchy fastening gets too much women admit to lashing out! We wanted to draw attention to this unnecessary discomfort with the Branger Manager - sharing your pain, highlighting the ridiculousness of the current bra situation and introducing the joyous revelation that is the Zero Feel.

We knew our audience were women with nothing to prove - comfortable in their own skin, emotionally mature, style aware but not trend driven, ambitious. We also they could smell bullshit from a mile away. We decided to partner with a comedian to bring our scripts to life and to really help spread the message of branger in a way that was natural and authentic.

We created a content platform to engage our audiences in the digital channels that they enjoy the most. Our 6 part series provided a genuine entertaining on the weird world of uncomfortable bras amongst the sort of editorial that would tackle pressing topical female issues.

Our episodes were as follows:

1. Branger

2. Acceptance

3. Denial

4. Relapse

5. Epiphany

6. Unfastened

We cast a comedian (not an underwear model) from one of London's best improv groups to play the Branger Manager. The films were shot in 6 distinct bright and colourful sets with minimal props for stand out on social.

The films were released on owned channels, paid social and media partnerships. The creative was integrated into a media partnership with the pool.com which drew inspiration from the core campaign concept of 'unfastening yourself' and the executions concept of 'branger'.

As a result, each episode has gained over 40k views and has been shared amongst fans organically.

In this campaign, we identified that women suffer in silence in uncomfortable bras every day, causing episodes of distressing #BRANGER; when the irritation of an ill-fitting underwire or scratchy fastening gets too much women admit to lashing out! We wanted to draw attention to this unnecessary discomfort with the Branger Manager - sharing your pain, highlighting the ridiculousness of the current bra situation and introducing the joyous revelation that is the Zero Feel.

We knew our audience were 25-35 women with nothing to prove - comfortable in own their own skin, emotionally mature, style aware but not trend driven and ambitious.

They agree with the statements:

- "Others should accept me for who I am."

- "Seize opportunities in life when they arise."

- "I like to live a life filled with challenges, news and changes."

The bra category has seen a lot of innovation over time, but they've all been focused on defining the female form and manipulating their bodies for the male gaze. They have been universally uncomfortable. But for the first time ever, we have a bra in the Zero Feel that can make a woman feel good - giving you the comfort and joy of finally removing your bra but all day long.

Our brief was to launch the new Zero Feel bra top through a global platform that drives sales and brand consideration for the rest of the sloggi range.

Our objectives were to:

1. Drive awareness of the new and innovative sloggi launch of Zero Feel (launch Int. Women's day 8th of March 2018)

2. Engage our younger consumer target group and build demand to drive sell-out (wholesale and online)

3. Create deeper engagement with the brand idea Unfasten Yourself