Sarah Jessica Parker injects some of her trademark New York sass into 72andSunny Amsterdam’s global campaign for Italian underwear brand and bra specialist Intimissimi, which introduces an entertaining solution to the daily challenge of getting your bra to fit comfortably.
In the film, Sarah Jessica Parker becomes a dance conductor who turns the ritual of putting on a bra into a craze called the Intimissimi bra twist. Each step – the Strap, the Hook, the Fit, the Twist – is performed by a series of bra-clad models who achieve their most comfortable and perfect fit.
The five different models, chosen to represent women of many shapes and sizes and to show off the breadth of the Intimissimi range, perform the cheeky “bra twist” routine as they dance to the sound of the upbeat 60s Italian tune, ‘Guarda Come Dondolo’.
In the accompanying augmented reality experience, powered by 8th Wall’s Web AR technology, lingerie-lovers can mix and match from a selection of 40 bras and five AR avatar characters – including a 3D avatar version of Sarah Jessica Parker – to explore a range of different looks, with the chosen character performing Intimissimi’s “Bra Twist” dance in an animation loop.
By clicking a link online or scanning a QR code, users can access Intimissimi’s AR Bra Twist experience directly in their mobile browser, no need to download an app. Developed by Spark Lab, the AR experience links to the Intimissimi online store for more information and to purchase. Want to dance with an AR Sarah Jessica Parker? The whole experience can be captured and shared on social.
The new campaign brings to life Intimissimi’s central brand message – that every woman has her own personal style and the right bra should reflect it, while also ensuring perfect comfort from the perfect fit – in a warm and relatable way that is encapsulated by SJP’s wide-ranging appeal and New York sassiness.
Benny Everitt, Creative Director of 72andSunny Amsterdam, said: “We wanted to make a campaign that felt modern, fun and fresh while simultaneously trying to own the universal feeling of putting on the perfect bra. We developed the AR experience to let customers have a dancing SJP in their pocket who could inform them about the products drive them to the online store.”
Sarah Jessica Parker has been brand ambassador for Intimissimi since 2018.
CREDITS:
Creative agency 72andSunny Amsterdam
Director Leonn Ward
Developer Spark Lab
Sound Design Stainless Sound Amsterdam
Post Production Glassworks Amsterdam
Production Company RSA Films
ABOUT INTIMISSIMI
Intimissimi is market leader for underwear in Europe. Created in 1996, it is part of Italian company Calzedonia S.p.A Group. The brand, which combines high quality products with romance and imagination, has collections of men and women. For women, Intimissimi lingerie accentuates the feminine figure, making lingerie an integral part of any outfit.
Sarah Jessica Parker began working with the brand in 2018 – initially, as star guest at the launch of Intimissimi’s Autumn/Winter 18/9 campaign; subsequently, to present Intimissimi’s Triangle Collection.
ABOUT 72ANDSUNNY AMSTERDAM
72andSunny is an ideas company that exists to expand and diversify the creative class and drive brand transformations. The company has been recognized as one of Fast Company’s Most Innovative Companies for two years in a row and is a two-time “Agency of the Year” winner for Advertising Age and Adweek. With offices in Amsterdam, Los Angeles, New York, Singapore and Sydney, 72andSunny’s clients include Activision, adidas, Axe, Barilla, Ciroc, Comcast, Coors, Dropbox, eBay, Google, General Mills, Seventh Generation, Smirnoff, Starbucks, Tillamook, Truth and Uber. For more information, visit 72andSunny.com.
ABOUT SPARK LAB
Spark Lab is the UK’s leading emerging technology studio, with over 15 years experience offering augmented reality, virtual reality and 3D solutions across the latest cutting edge hardware. Providing creative technology platforms for the likes of Lego, Airbus, Nissan, Ford Motor Company and Samsung, they pride themselves on always being ahead of the curve.
ABOUT 8TH WALL
Founded in 2016, 8th Wall, Inc. is an augmented reality development platform for building interactive AR experiences that run on all mobile devices. 8th Wall is breaking down walls between the digital and physical worlds, allowing creators and brands to develop immersive content that can be instantly published to the mobile web. 8th Wall has powered AR content for brands including Sony Pictures’ Spider-Man: Into the Spider-Verse, Miller Lite, British Gas, Heineken, Swiss Airlines, Toyota, Red Bull and LEGO. 8th Wall is headquartered in Palo Alto, Calif. For more information, please visit: www.8thwall.com. Follow 8th Wall on Twitter @the8thWall.
