The Drum Awards Festival - Extended Deadline

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Client: Shapermint
Date: Nov 2019
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Shapewear company Shapermint has debuted its nationwide campaign 'Feel Like the Masterpiece You Are.' The new campaign encapsulates Shapermint’s belief that while women work to achieve ultimate body-confidence, there will be days when they also want to magnify their inherent beauty .

The campaign is a public extension of an important dialogue among some of Shapermint’s 2.3 million customers: After decades of pressure to meet unrealistic body expectations, many women look to shapewear to navigate — and embrace — a new and more positive outlook that doesn’t always come naturally: unconditional body-love.

Shapermint’s campaign rollout begins with the release of its tongue-in-cheek video, produced by Harmon Brothers — the agency behind viral videos for Squatty Potty, Poo Pourri and Purple. The video and other campaign components will be released on paid and organic social media, digital channels, and Shapermint’s own web and email channels. An influencer campaign will create additional awareness and drive traffic to a dedicated campaign landing page.

The video features the goddess of love and beauty herself, Venus de Milo, delivering a sassy monologue about how unrealistic expectations of female beauty came to be. With the help of some of her friends, including the Mona Lisa, Narcissus and a group of tourists at the Louvre, Shapermint’s Venus offers her take on the pressure women face to constantly love their bodies, even if their bodies are ever-changing.

The campaign concept was inspired by feedback from the thousands of Shapermint customers who have shared the key life moments when they need an extra boost of confidence: following childbirth, in response to medically-induced weight gain, in advance of a wedding or big event, at work, and as they hit common milestones in their body’s evolution.

The campaign features Denise Bidot (the first plus-size model to walk multiple runways in NYFW), Carmen Carrera (transgender TV personality), Andrea Thomas (model with vitiligo) and others.

Credits

Shapemint

Harmon Brothers