Serena Williams Is ‘Doing It For Herself’ In Berlei Sport’s New Campaign

Serena Williams Is ‘Doing It For Herself’ In Berlei Sport’s New Campaign
SHARE
THIS



Berlei and Serena Williams have launched a campaign called ‘Do It For Yourself’, developed in partnership with content agency Emotive and Parlour Creative, which provides an intimate look at Serena the woman and what drives and inspires her.

Serena Williams is celebrated as one of the greatest sportspeople of all time. Her skills on the court are legendary, but it’s her off-court love of dance that Berlei celebrates in this new brand campaign.

In the first of a series of digital content pieces we see Serena, in a studio alone, dancing with abandon to The Donnas’ cover of Billy Idol’s iconic 80’s track “Dancing with Myself”. It’s a loose, playful, expressive side of Serena we have rarely seen, where she is truly doing something for herself. Launching alongside this is a brand film titled ‘Behind the Dance’, providing the audience with an intimate insight into Serena’s feelings on the importance of women investing in and focusing on themselves.

The content-led campaign, developed in partnership with content agency Emotive and Parlour Creative, provides an intimate look at Serena the woman and what drives and inspires her. For Berlei, it expresses the essence of their relationship with women through the brand positioning ‘Do It For Yourself’.

Serena Williams said: “Do It For Yourself is really about focusing on ourselves as women.  Celebrating our female strength, power and beauty.  We need to take time for ourselves, invest in ourselves, and be strong.”

Zoe Hayes, Marketing Director, Berlei, said: “Our partnership with Serena goes well beyond her love of our bras. We have shared beliefs and this campaign beautifully encapsulates that – we encourage all women to fuel their fire through self-investment.”

The campaign will roll out across social video platforms, including Serena’s social channels, digital OOH and Berlei assets. Hayes commented: “The choice of content first for the campaign allowed us to delve into the richness and beauty that sits behind this idea, rather than being restricted by a 30 second spot.”

Simon Joyce, CEO, Emotive, said: “Berlei is a progressive brand that understands the value of creating content for their audience that is both entertaining and emotional. Platform intentionality is key, with each of the seven pieces of content featuring Serena tailored to the respective social platforms, and working in harmony to drive a ‘content to commerce’ result.”

Of course, the challenge with a superstar like Serena is to create genuine content. The world is used to seeing her perform.

Jo Swan and Tiara Valder, Parlour Creative explained: “Serena has danced on Berlei shoots for years, off camera, so we knew it was something she genuinely did for herself. Dancing at its best is a celebration of self.  It was that we wanted to capture in this content – both the essence of Serena and Berlei, a brand that honours and supports women. We also knew she was a big fan of 80’s music. The Donna’s take of Billy Idol’s famous song was the perfect fit.”

Berlei has been a trusted part of Serena’s armour since her mum discovered the brand in Melbourne during the 2006 Australian Open. Since then, Berlei has been the only bra she wears for training, competition (and dancing for herself).

‘Do It For Yourself’ launched nationally on 12th January, 2017.

CREDITS
Client: Berlei
Content & Production Agency: Emotive
Creative Agency ‘Do It For Yourself’ Dance video: Parlour
Creative Agency ‘Behind the Dance’ video and social edits: Emotive
Digital Amplification: Emotive
Talent: Serena Williams
Choreographer: Mecca Andrews
Director: Paola Morabito, Exit Films
Creative Director: Andrew Cameron, Emotive
Senior Producer: Hayley-Ritz Pelling, Emotive
Producer: Trevor Paperny, Bastard
Production Manager: Shawn Dougherty, Bastard
Director of Photography: Sharone Meir
Additional Photography: Harrison Schaaf
Editors: Uthayan Selvaraj & Sam Gadsden, Emotive
VFX: Mike Lomas
Audio Post: Nat Joyce, Rumble studios
Colourist: Tristian La Fontain, White Chocolate
Stills Photographer: Jez Smith
Location: Hollywood Dance Centre

Latest News

Pooled Energy Appoints Magnum & Co And The Wired Agency
  • Advertising
  • Marketing

Pooled Energy Appoints Magnum & Co And The Wired Agency

Swimming pool electricity retailer Pooled Energy has appointed Magnum & Co and sister agency The Wired Agency to its roster, following a competitive pitch. Magnum & Co will handle Pooled Energy’s social media and PR, while The Wired Agency has been appointed to manage the company’s search and display advertising. Both agencies will collaborate with […]

Masculinity Roasted In Clever New Ad
  • Advertising
  • Campaigns

Masculinity Roasted In Clever New Ad

Think masculinity means drinking a case without chundering? Well, rediscover it (& possibly yourself) with this top ad.

by B&T Magazine

B&T Magazine
WPP AUNZ Partners With Career Trackers Indigenous Internship Program
  • Advertising

WPP AUNZ Partners With Career Trackers Indigenous Internship Program

Advertising and marketing network WPP AUNZ has joined the Career Trackers Indigenous Internship Program as part of its commitment to a diverse workforce, and the creation of opportunities that inspire excellence. As part of the program, WPP AUNZ has welcomed its first three interns: Abi-Leigh Dillon (WPP AUNZ), Amy Mccutcheon (MediaCom) and Jacinta Evans (Ogilvy), […]

Taboo Goes On A Hiring Spree
  • Advertising

Taboo Goes On A Hiring Spree

Taboo has gone a hiring spree. And when it comes to sprees, that's far better than a shooting one or a farting one.

M&C Saatchi Group’s 1440 Shuts Up Shop
  • Marketing

M&C Saatchi Group’s 1440 Shuts Up Shop

Sadly, M&C Saatchi's 1440 is no more. And chances of it being reborn as 1550 not looking much chop either.

by B&T Magazine

B&T Magazine
Luke Kelly Becomes A Partner At HBT
  • Advertising
  • Marketing
  • Technology

Luke Kelly Becomes A Partner At HBT

B&T's not sure what's with that twirly thing in the press photo, suffice to say a vortex to an alternate dimension?

Women In Media Profile: Alison Michalk
  • Media

Women In Media Profile: Alison Michalk

If B&T's Women in Media profiles were an animal they would be a gazelle or lioness, or even a lioness eating a gazelle.

by B&T Magazine

B&T Magazine
Grant Broadcasters Makes Several Changes To Senior Executive Team
  • Media

Grant Broadcasters Makes Several Changes To Senior Executive Team

Independent media company Grant Broadcasters has announced a number of changes to its executive ranks. Grant Cameron will move up to become non-executive chairman for the company, and Alison Cameron (pictured above) – currently the chief operating officer – will assume the CEO role. Dugald Cameron remains responsible for the family’s investment portfolio and is […]

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities
  • Advertising
  • Media

Shopper Media Group Partners With Mist To Offer New Tech & AI-Driven Capabilities

Australian retail out-of-home (OOH) business Shopper Media Group (SMG) has announced a partnership with AI-powered wireless networks provider Mist. The partnership will see SMG offer new WiFi, analytics and location-based services across the company’s portfolio of Australian shopping centres. Mist currently provides WiFi and location services using virtual Bluetooth LE technology to businesses across all […]

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account
  • Advertising
  • Media

Indy Agency This Is Flow Wins Cruiseco’s $5 Million Media Account

Travel organisation Cruiseco has announced the appointment of Sydney independent agency This is Flow (TIF) to handle its $5 million media account. This is the first time Cruiseco has appointed an agency, having managed its communications internally. Cruiseco is the largest and broadest distributor of cruise products in the Southern Hemisphere. With a membership base […]

Women In Media Profile: Naomi Shepherd
  • Media

Women In Media Profile: Naomi Shepherd

Need a Monday morning pick-me-up? You could stand naked next to the office fridge or read these inspiring words.

by B&T Magazine

B&T Magazine
APN Outdoor Takes Off With Queenstown Airport Contract
  • Advertising
  • Media

APN Outdoor Takes Off With Queenstown Airport Contract

Out-of-home media business APN Outdoor has won the tender for New Zealand’s Queenstown Airport. As part of the new agreement, APN Outdoor has flagged extensive development plans for Queenstown Airport’s advertising assets. The new contract adds Queenstown Airport to APN Outdoor’s existing portfolio of Auckland and Christchurch Airports. The media company will hire a South […]