Triumph launches new ‘sisterhood’ creative direction
Lingerie brand Triumph is launching a new creative direction with its
latest global campaign, #TogetherWeTriumph, which aims to recognise
sisterhood and togetherness with a bold statement of empowerment, while
stepping away from a product-centric message.
Triumph managing partner, Markus Spiesshofer said: “It is no secret that
behind every women is another woman who inspires and helps her and this is
what we want to celebrate. It is also a celebration of our Triumph family.
Our employees all over the world who are constantly innovating and crafting
lingerie with every woman in mind. Today this message of female empowerment
is incredibly relevant and deserves our support.”
The new campaign, developed by an all-female creative team lead by
award-winning filmmaker, Paola Morabito, is a bold statement of
empowerment, of strength, reflected through a series of ‘real life’ moments
where kindness and understanding shines through each of the short scenes,
such as a woman helping another with her toddler and a friend coming to the
aid of another.
The move away from a product-centric campaign aims to demonstrate that
women are stronger together and stronger still when supported by Triumph
every day, explains the brand.
Suzanne McKenna, head of brand at Triumph, added: “Our campaign in 2018
has a digital and social focus, which we will drive to connect with our
consumers on a deeper level by putting her centre stage. By deliberately
moving away from a product-centric campaign, it has given us a fresh
perspective to our communication across all our channels.”
The #TogetherWeTriumph will be seen on TV, cinema, digital, social, OOH
and within its retail locations worldwide throughout the year.
Image: courtesy of Triumph