SapientNitro unveils global Lycra Moves You campaign
SapientNitro, part of Sapient, created a global consumer advertising campaign for Lycra, the fiber brand owned by Invista. The new campaign, Lycra Moves You, first SapientNitro’s work for the brand since its appointment as the brand’s global advertising agency of record, broke in Brazil on TV Globo and will be rolled out globally across Invista’s markets over the coming months.
The campaign emphasizes the freedom and flexibility that Lycra fibers brings to clothes and how this inspires one to express himself physically, emotionally and creatively. It features a range of TV commercials directed by award-winning Philippe André and print executions by internationally acclaimed photographer, Rankin.
TV advertising (in 60”, 30” and 15” cuts) features a young woman wearing a range of Lycra fiber infused garments. She is transported through a series of different situations in a typical day, and in these environments each dramatic movement her body makes is captured in a time-lapse ‘trail’ effect to convey the new campaign idea. The action is set to the soundtrack of Nouvelle Vague’s ‘Dance With Me’ track, which was specially re-recorded to change the lyrics to ‘Move With Me’.
The advertising is designed to engage emotionally with consumers by increasing awareness of the qualities the Lycra brand offers as a fiber. Its ultimate aim is to force brand reappraisal and create desirability right along the entire apparel value chain – fabric mills, garment brands, retailers and consumers.
Using its Storyscaping approach, SapientNitro developed Lycra Moves You as a powerful organizing idea to create integrated, immersive experiences across a range of media and business contexts to communicate the new brand story. Wider activity includes a trade-targeted website and point of sale, followed in 2015 by consumer digital, social and innovative in-store activity.
We are excited to set off a Lycra brand movement at both trade and consumer levels globally. The Lycra Moves You campaign is the perfect platform to communicate for the first time to consumers that Lycra is a brand of fiber that gives wearers fit, comfort and the freedom to move. We are making the Lycra brand and fiber visible to consumers.
Denise Sakuma,
Lycra Brand Global Director
Lycra Moves You is a powerful campaign platform that will force reappraisal by making people more aware of Lycra and its role in modern day clothing brands. We’re proud to work with such an exceptional global innovator as Invista and help them put their world-class Lycra brand back where it belongs
Nigel Vaz,
SVP and European Managing Director at SapientNitro
CREDITS:
TV
Client: Invista™
Product: Lycra®
Agency: SapientNitro
- Creative Director: Justin Barnes
- Agency Producer: Stephen Worley
- Client Services Director: Mike Falconer
- Account Director: Naomi Hirst
Production Company: Independent Films
- Director: Philippe André
- Producer: Cathy Green
- Director of Photography: David Ungaro
Editing: Final Cut
Post-production and visual effects: Glassworks
Music: Nouvelle Vague, “Dance With Me”
Sound production: Wave
Agency: SapientNitro
Photographer: Rankin
- Creative Director: Justin Barnes
- Client Services Director: Mike Falconer
- Account Director: Naomi Hirst
- Art Buyer: Sophie Hinds
Post-Production: PICS Picture and Imaging Consultants
SapientNitro is a new breed of agency redefining storytelling for an always-on world, changing the way clients engage today’s connected consumers by uniquely creating integrated, immersive stories across brand communications, digital engagement and omni-channel commerce. The agency has in portfolio clients like Chrysler, Citi, The Coca-Cola Company, Lufthansa, Target and Vodafone