Berlei is entering its 100th year, and Emotive is making that work hard for the brand with a content series full of Berlei firsts and triumphs for women – and a hero film, A Moment with Serena, featuring about-to-be-mum Serena Williams, that encourages the next generation to invest in themselves.
“This campaign is an affirmation for the next generation of women. Regardless of whether I have a daughter or not – my hope and Berlei’s hope for the next 100 years of women is they start their journey with self-belief and the confidence to self-invest, self-prioritise and self-nurture.,” Williams stated.
The campaign is the second instalment in the Do it for Yourself brand platform that launched in January and introduced Williams as the brand’s motivational ally.
Lucielle Vardy, chief strategy officer, Emotive, commented, “Where the first Berlei Do it for Yourself campaign shook the category up with an intimate insight into what Serena does just for herself – dance, this piece takes an even more intimate approach. The emotional power of video combined with Serena’s very personal delivery is exactly what we aimed for.”
Serena Williams began wearing Berlei sports bras in 2006 after her mother discovered them during the Australian Open. As a long-term fan of the brand, Serena became the Berlei Sport ambassador in 2014.
Zoe Hayes, Berlei senior marketing manager, stated, “We’re a brand that supports and champions women through every stage of life. The concept further cements our relationship with Serena as a true partnership, and it continues our combined mission to inspire generations of women to invest in themselves.”
The campaign launched nationally on Friday August 4 and will run on Facebook, Instagram and Twitter via Serena’s social channels and Berlei’s digital assets.
Content & Creative Agency: Emotive
Digital amplification: Emotive
Creative director: Andrew Cameron
Senior creative & copywriter: Henry Stafford
Executive producer: Hayley-Ritz Pelling
Production company: Tool of North America
Director: Rachel McDonald
DoP: Amado Stachenfeld
Producer: Patti Getker
Editing: Lauren Brown @ No6
Sound Mix: Matt Miller @ Lime Studios
Colour and flame: Verdi Sevenhuysen @ No7
Activations director: Sarah Clifton
Stills photographer: Jez Smith
Social Shorts editing: Uthzz
Animation for Social Shorts: dLucscious