Clemenger BBDO Sydney has revealed a witty new campaign for Foxtel’s upcoming The Real Housewives of Sydney reunion special that features Kevlar Couture – a range of backstab proof fashion, a play on the famed catty, bitchiness of the show’s protagonists.
Kevlar, of course, is used by militaries for things like bullet-proof vests.
These one-off dresses, designed exclusively for the Real Housewives, have one unique feature – they’re made from military-grade, backstab-proof Kevlar.
The collection includes an item for every occasion: the Galvanised Gown is a showstopper that sashays straight from charity ball to high society brawl, the impenetrable Fortdress flips from cocktail to carnage, and the Combat Cape shifts effortlessly from boardroom to bitch-slap.
The tongue-in-cheek campaign features fan favourite housewife Matty Samaei across show promos, high fashion print, a website and a series of social videos that test the durability of the gowns against some high society weapons.
Client: Foxtel/Arena Head of Marketing, Entertainment Channels: Gina McGrath, Sasha Mackie Senior Marketing Exec, Entertainment: Candice Clerici Marketing Exec, Entertainment: Laura Stewart Senior Digital Producer: Carla Russo Digital Producer/Videographer: Tom Radcliff
Agency: Clemenger BBDO Sydney Executive Creative Director: Paul Nagy Managing Director: Emily Perrett Creative Director: Ben Clare, Brendan Willenberg Creatives: Simon Gibson, Dan White, Josh Aitken, Simon Koay Senior Producer: Steve Tindall, Claire Bisset
Senior Account Director: Holly Whiteley Senior Sound Engineer: Anthony Tiernan Editor: Alex Guterres Online & grade: Jess Morgan