#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.