Berlei
#DoItForYourself

Brief
With retail under pressure and a rush of new sports bras recently launched – Berlei’s stronghold as the lead brand was under threat. So how could Berlei bring the inventor in them alive again and lead the market?
Insight
Research revealed an illuminating insight about women – despite general advertising encouraging them to change or improve, many simply wanted to celebrate the women they already are.
Strategy
Every woman should celebrate exactly who they are.
Idea
#DoItForYourself with Serena Williams. Bringing to life Berlei’s brand positioning that encourages women to celebrate themselves for who they are and what they’re personally passionate about.
Hero
BTS film
Affirmation film
30″ product film
6″ bumper