Lycra launches global ‘Move You’ advertising campaign

By John Glenday | Reporter

September 22, 2014 | 2 min read

Sportswear brand Lycra has premiered its global Lycra Moves You advertising campaign, designed to emphasise the freedom and flexibility afforded by donning the garment.

Devised by SapientNitro, following their appointment as the brand’s global advertising agency, the push will roll out internationally over the coming months.

Taking the form of a series of TV spots directed by Phillipe Andre, accompanied by print pieces photographed by Rankin, the campaign is loosely inspired by Victorian photography pioneer Eadward Muybridge.

This sees a time-lapse sequence of images used to create a trail effect illustrating the range of movements that are possible whilst wearing Lycra.

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Rankin said: “I was really excited about the prospect of doing it because I’ve always loved the Muybridge images. He used stop motion to show how people moved and we’ve come at it with a new way of looking at things and created something very special.”

Nigel Vaz, SVP and European managing director at SapientNitro, added: “Lycra Moves You is a powerful campaign platform that will force reappraisal by making people more aware of Lycra and its role in modern day clothing brands.”

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