Sloggi and MullenLowe partner with CSM students to go behind the scenes on their latest campaign
Whilst a brilliant creative campaign, this piece of work demonstrates the agency’s commitment, alongside their brand partner, to honour and celebrate young talent and their creativity.
Assistant Editor, BITE
Using a meta-fashion concept to display sloggi's new range from ‘behind the scenes’, the team depicted the creative process behind a fashion editorial. The campaign pulled apart the components and principles of traditional fashion photoshoots by capturing models between shots.
When discussing the future of our industry, what runs through every conversation is talent retention. Firstly how to hire the best people and secondly, perhaps more importantly, how to encourage those people to stay?
We’ve seen many schemes appear within the industry that cultivate and support emerging creativity, from training programmes like The Brooklyn Brothers’ ‘Night School’ to partnerships with schools such as Brands2Life and Ark Globe Academy, and broader scholarships like the Helen Lansdowne Resor (HLR) Scholarship at Wunderman Thompson. Part of this support comes from giving young creatives a platform to showcase their ideas; a platform that gets their work in front of a wider audience.
MullenLowe have partnered with Central Saint Martins for the eighth year running with their sponsorship of the school’s annual degree shows and the presentation of the MullenLowe NOVA Awards. The awards identify fresh creative thinking and provide a platform for recognition for each winner. From 1,300 graduating students, 14 are shortlisted with five winners awarded.
Off the back of this year’s awards, twelve pairs of students put forward creative concepts for a campaign MullenLowe created for sloggi. The campaign, for the brand’s premium S by sloggi line AW19 range was produced by the agency with CSM students acting as creatives. The final idea selected was by Daniela Benaim and Zofia Zwieglinska.
The campaign uses a meta-fashion concept to display the range from a behind the scenes perspective, depicting the creative process underlying a fashion editorial. The campaign aims to explore/shed light on the different parts of traditional fashion photoshoots by capturing models between shots. The clips capture the personality of the models and the reality of life on set, showing premium, luxury underwear showcased in a playful, relaxed manner.
Whilst a brilliant creative campaign, this piece of work demonstrates the agency’s commitment, alongside their brand partner, to honour and celebrate young talent and their creativity. Fresh talent entering the industry brings with it a diverse perspective and often, a willingness to take a risk. It’s this kind of thinking and attitude that our industry could do with a little more of.