Modibodi: Comfort is Power

The Brief

Problem
Whilst Modibodi did period underwear first and did it well, it’s famous for little else.

As the category matured, there was nothing preventing Modibodi becoming one of many brands in a women’s period repertoire. And only being known for period underwear is limiting for a business with ambitions to become an iconic brand that makes better essentials for everybody.

Gist
A campaign that doesn’t just tell people Modibodi exists to lead a revolution in comfort, but one that demonstrates it.

Opportunity
To move past the functional (what Modibodi does) to the meaningful (why Modibodi does it). To give people a reason to embrace the brand as allies, not just customers, to ultimately  make Modibodi famous for leading a revolution in comfort.

Time for a refresh
To kick off the revolution in comfort, our first stop was to revolutionise the brand. One of the key challenges we faced was creating a design system that could bring each of the sub-brands under the same umbrella while celebrating their unique differences. It needed to be versatile; appealing to teens, parents of teens, men, and senior citizens. Not to mention, it had to do all of the above on a global level and hit the mark across all of Modibodi’s global markets.

Our goal was to demonstrate our new values, align to the brand strategy and tone in a way that could stand the test of time. Most importantly, we needed to ensure that the brand was gender neutral and progressive, with a goal to move away from the idea of Modibodi being a brand for women only, to being a brand for all walks of life.


The Campaign

Insight
All of us have ambitions to leave the world a better place, but when it comes to figuring out how we act on it, many of us end up feeling confused or directionless. Even worse, when the end goal seems so big or out of reach, it can feel like anything we do to make a difference will just be a tiny, insignificant blip on the radar – bringing us back to square one.

Problem
When making a positive impact feels out of reach, we become reluctant to even take the first step.

Solution
Show people that being a part of the next global revolution is as simple as putting on your underwear.

The campaign was launched in each of Modibodi’s global markets, running across TV, billboards, and digital media in Europe, Australia, and the US. No bodies were retouched in the making of the work. Representing our talents’ bodies in all their glory was a non-negotiable, with diversity and body acceptance playing a massive role in everything from casting through to post production.

Our goal was to create a campaign look and feel that was distinct, had global appeal, could exist long term without feeling visually repetitive, and could achieve all of the above while staying true to the Modibodi brand. To achieve this, we opted for a modular design that while still impactful in isolation, could work in harmony together when used in combination with other campaign assets.

Credits
Strategic Agency Partner: Emotive
Copywriter: Grace O’Brien
Art Director: Lucie De La Chaise
Producer: Colin Tuohy
Director: Aislinn Lowe
Photographer: Natasha Foster