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Steady and Strong


Sloggi x CSM “Steady and strong” by MullenLowe:

Sloggi explores gender roles in the campaign for the ‘S by Sloggi’ line.

The underwear brand’s artsy campaign was created by students at Central Saint Martins in London. The partnership resulted from MullenLowe Group’s longtime sponsorship of the Central Saint Martins annual degree shows and presentation of the MullenLowe NOVA Awards. Twelve student teams submitted concepts to Sloggi and the winning idea was by Daniela Benaim and Zofia Zwieglinska, who acted as creatives. MullenLowe produced the work.

Starring a group of androgynous 20-somethings, the ad explores themes of the body and gender roles in within men’s and women’s underwear. The avant garde imagery creates an unapologetically Gen-Z campaign.

Agency: MullenLowe Group UK
Executive Partner: Phil Rumbol
Business Director: Victoria Ellis
Account Director: Lee Allen
Account Manager: Anna Connolly
Designer: Elizabeth Bolzon
Strategist: Anna Jenkins
Strategy Director: Emma Batho
Executive Producer: Bel January
Production Company: Yeti Productions
Head of Video: Isaac Bell
Yeti Productions Producer: Alex Browning
Runner/Wardrobe: Ali Jones
Global Head of Marketing: Nicola Tacchi
Global Head of Brand Communications: Mark Single
Global Head of Brand Strategy: Tom Jacobs
Global Communications Specialist: Sonja Klocker
Global Marketing Analyst: Lydia Bronze
Creative and Stylist: Daniela Benaim
Creative and Writer: Zofia Zwieglinska
Wardrobe Assistant: Cecilia Alba Lué
Innovations Contact: Hannah Sim
Photographer: Silvana Trevale
Agent: Frede Spencer
Hair & make-up: Stefan Jameel, Sarah Hamilton
Runner / BTS photography: Harvey JK
Model: Jean Watt, Takuro Cheung, Ayesha

This article was originally published on Campaign 

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