PARIS, FRANCE–Watching on laptop often positions one’s private parts in real danger from electromagnetic waves, bacteria, and heat. This can ultimately harm fertility, affecting the mobility, viability, and morphology of sperm and eggs.
Produced by Lambs, a pioneer in protective clothing and thanks to their patented WaveStopper technology, SUPERWEAR have been effectively designed to protect the private parts and thigh area. Their unique fabric containing silver thread protects against radiation, bacteria and heat increases, all factors associated with those long hours spent in front of the screen.
“At Vought International, we have one mission: to give the world the protection it deserves. But we know, our superheroes can’t be everywhere at once,” said Linda Derezy, Marketing Director at Vought International.
On this basis, the collection is signed in the name of Vought International (the company behind the superheroes in the series). Made up of three pairs of panties and four briefs, the collection is available in the colors of the seven superheroes from the series.
To promote this capsule collection, a commercial was produced along the lines of the ones by Vought International in the series. And since SUPERWEAR is also about style, the collection’s lookbook appears in various fashion and lifestyle titles (Stylist, Society…) as well as via a guerilla poster campaign around Paris.
The underwear will be distributed by way of contests on the Prime Video social channels, via the dedicated platform vought-superwear.com and on albumcomics.com where it will be possible to make a donation to order one of the Superwear. The profits from sales will be donated to the Fertilité Stérilité Foundation (attached to the Fondation de France) to support young researchers who have chosen to conduct their research in the field of human reproduction and infertility.
“If computers and smartphones have increased the opportunities to consume content, they are not without blame. Indeed, the waves they transmit or the heat of a computer placed on the duvet for the traditional session before sleeping can impact our fertility. From this insight, we relied on the cynicism of the series The Boys and the firm Vought (which, spoiler alert, loves babies) to create, with the Californian startup Lambs, an extraordinary productizing campaign inspired by superheroes. With Superwear, you can now safely watch your series,” said Étienne and Paul, ECD at Herezie Group.
Credits
Agency: Herezie Group
CEO: Andrea Stillacci
Executive Creative Directors: Paul Marty, Etienne Renaux
Art Director: Rodolphe Pinta
Copywriter: Théo Castagné
Account Director: Dimitri Boudnikoff
Account Manager: Marine Chenu
Account Executives: Laura Marie, Lisa Duchein
Community Manager: Douglas Antonio, Lucie Roques
TV Production: Tanya Kozlova, Laureen Rigot
Brand: Amazon Prime Video
Social Media Manager: Alexandre Andresciani
Production: Bandits
Directors: Original Kids
Production: Glitch Paris
Post-Production : Bandits
Technology: Lambs
CEO: Arthur Menard de Calenge
COO: Thomas Calichiama
CTO: Gerrit Rindermann
