Thinkerbell creates Iconic Binge watching

Binge (Australia’s newest entertainment streaming service) and The Iconic (Australia’s most established online fashion retailer) in a product partnership? That kind of lateral thinking had to come from Thinkerbell.

The partners have launched a range called Inactivewear – a 19-piece collection of “unisex, luxe-loungewear, designed to help you stay comfy on the couch, while staying on-trend”.

(..and now the partnership and the promotional idea make perfect sense, yes?)

The Inactivewear campaign, in which some of the world’s top models show off their most inactive poses while watching top Binge content, was developed by Thinkerbell, which instigated the partnership between two of its existing clients: Binge and The Iconic. The full campaign includes PR, influencer engagement and a dedicated print, radio and digital ATL spend.

Thinkerbell’s chief thinker, Adam Ferrier, commented, “It’s hard to say what was more rewarding, bringing two great clients together, designing a fashion line, or working with some of the most experienced faces in fashion… Either way it was a lot of fun and incredibly comfy. It’s wonderful to see BINGE take such a creative approach to getting their name out there.”

Louise Crompton, chief marketing officer at Binge, added, “Binge speaks to the heart of what un-turnoff-able entertainment is all about. Escaping from the real world and indulging in an episode of a show you love, and another and another. The launch of Inactivewear means Bingers will now be able to stream over 10,000 hours of the world’s best shows and movies in comfort and in style.”

Alexander Meyer, chief marketing officer, The Iconic, stated, “We loved joining forces with Binge and Thinkerbell to bring this lounge-inspired capsule to life. Binge X The Iconic Inactivewear has already been an instant hit with our comfort-loving customers gravitating to functional, yet fashionable leisurewear.”