SapientNitro has launched a new brand campaign for Lycra, its first since becoming AOR for the brand.
The global campaign, entitled “Move You,” kicked off with a broadcast spot — which has 60, 30, and 15-second variations — that broke last night in Brazil. Loosely inspired by Victorian-era photographic pioneer Eadweard Muybridge, and directed by Philippe André, the spot shows a woman in different environments encompassing a typical day. She bursts into sudden dance-like movement, with a time-lapse effect creating a trail showing the freedom of movement made possible by Lycra products. It makes for a visually compelling ad which fits with the brand’s message, even if it takes a second to pick up on when first viewing.
The print campaign, shot by acclaimed photographer Rankin, employs a similar approach. Additional aspects of the campaign include “a trade-targeted website and point of sale, followed in 2015 by consumer digital, social and innovative in-store activity.”
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
Client: INVISTA™
Product: LYCRA®
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