VIA rediscovers the soul of an iconic brand to connect with a new generation of women
Last summer VIA won a piece of business in a tough review against New York’s best and/or biggest ad shops. And while it’s always nice to beat the so-called big guys, it’s even sweeter when the brand on the other end is a real-life, living and breathing icon. For us, that brand, that win and this story is Maidenform—the legendary women’s intimates brand.
After a year of immersion with the Maidenform team, this month our shared vision for the re-energized brand came to life across the country in what I consider some of the most creative and impactful units VIA has ever produced. It’s work that I’m proud to share with you. It truly demonstrated the way advertising can touch us, and move us, when we least expect it. I hope you enjoy.
OUT WITH THE OLD, IN WITH THE NEW
This ad launched the national print run and became an internal rallying cry, galvanizing the C-team’s vision for a re-imagined Maidenform brand—one that would use fresh, new product concepts to infuse marketing messages that would set out to inspire an entirely new generation of women.
SOME GENERATE TRAFFIC, WE STOP IT ALTOGETHER
This five-piece outdoor unit on the Long Island Expressway celebrates the launch of the Breakthrough™ Backless Bra featured in ABC’s hit TV show American Inventor™. It’s the first product from the show to actually come to market and a great proof point for Maidenform’s commitment to 360-degree innovation—aptly captured in the line “Out With The Old, In With The New.” (Note the women in the windows throwing out their old bras.)
WORKING OUT A NEW WAY TO REACH HER
VIA leveraged a network of gyms in major urban hubs to offer women encouragement and support in the form of life-size locker wraps, concert-style posters and state-of-the-art lenticulars promoting three new Maidenform collections at precisely the moment when women are most actively thinking about their bodies.
WHAT’S MORE ROMANTIC THAN IMAGINATION?
This online short blends film and animation to tell a quirky and slightly surreal love story that celebrates romance and imagination in an execution unlike any I’ve ever seen in the intimates category. Winner of several “Spot of the Week” nods.
MULTIDIMENSIONAL ONLINE SHOPPING
Online units including compound buys, editorial contests, roadblocks and enhanced PointRoll units like this one lead users through truly multidimensional online experiences: from emotional brand messages and videos; to consumer self-expression assets like IM icons, ringtones and wallpapers; to fully interactive shopping experiences. Whenever and wherever she’s online, she’s always a few clicks away from buying a Maidenform garment. Now That Feels Right™.
MAKING YOUR LIFE PART OF OUR BRAND
In one of the richest MySpace.com promotions ever launched, Maidenform is right now celebrating the creativity inside all women by inviting amateur photographers to interpret the tagline “This Feels Right” photographically. Beside the prize money, the winner will also shoot part of the 2009 brand campaign. There’s artistry inside every woman, this promo gives her a chance to share hers with us.
Of course, there are more traditional elements of this highly integrated national campaign, but I wanted to focus on work that demonstrates how combining innovative media units with emotive creative concepts can make one dollar work like two. If you’d like to see more of the print or outdoor work we did for Maidenform, I’d be glad to share it with you.
After a year of immersion with the Maidenform team, this month our shared vision for the re-energized brand came to life across the country in what I consider some of the most creative and impactful units VIA has ever produced. It’s work that I’m proud to share with you. It truly demonstrated the way advertising can touch us, and move us, when we least expect it. I hope you enjoy.
OUT WITH THE OLD, IN WITH THE NEW
This ad launched the national print run and became an internal rallying cry, galvanizing the C-team’s vision for a re-imagined Maidenform brand—one that would use fresh, new product concepts to infuse marketing messages that would set out to inspire an entirely new generation of women.
SOME GENERATE TRAFFIC, WE STOP IT ALTOGETHER
This five-piece outdoor unit on the Long Island Expressway celebrates the launch of the Breakthrough™ Backless Bra featured in ABC’s hit TV show American Inventor™. It’s the first product from the show to actually come to market and a great proof point for Maidenform’s commitment to 360-degree innovation—aptly captured in the line “Out With The Old, In With The New.” (Note the women in the windows throwing out their old bras.)
WORKING OUT A NEW WAY TO REACH HER
VIA leveraged a network of gyms in major urban hubs to offer women encouragement and support in the form of life-size locker wraps, concert-style posters and state-of-the-art lenticulars promoting three new Maidenform collections at precisely the moment when women are most actively thinking about their bodies.
WHAT’S MORE ROMANTIC THAN IMAGINATION?
This online short blends film and animation to tell a quirky and slightly surreal love story that celebrates romance and imagination in an execution unlike any I’ve ever seen in the intimates category. Winner of several “Spot of the Week” nods.
MULTIDIMENSIONAL ONLINE SHOPPING
Online units including compound buys, editorial contests, roadblocks and enhanced PointRoll units like this one lead users through truly multidimensional online experiences: from emotional brand messages and videos; to consumer self-expression assets like IM icons, ringtones and wallpapers; to fully interactive shopping experiences. Whenever and wherever she’s online, she’s always a few clicks away from buying a Maidenform garment. Now That Feels Right™.
MAKING YOUR LIFE PART OF OUR BRAND
In one of the richest MySpace.com promotions ever launched, Maidenform is right now celebrating the creativity inside all women by inviting amateur photographers to interpret the tagline “This Feels Right” photographically. Beside the prize money, the winner will also shoot part of the 2009 brand campaign. There’s artistry inside every woman, this promo gives her a chance to share hers with us.
Of course, there are more traditional elements of this highly integrated national campaign, but I wanted to focus on work that demonstrates how combining innovative media units with emotive creative concepts can make one dollar work like two. If you’d like to see more of the print or outdoor work we did for Maidenform, I’d be glad to share it with you.
