DDB & Tribal Amsterdam Gives Wolford A New Look For Spring Summer ’19
To stay relevant in the ever-changing world of fashion, leading Austrian lingerie and hosiery brand Wolford, asked DDB & Tribal Amsterdam to help them find a new strategic direction and a contemporary style.
The result is a new global campaign for Spring Summer 2019 titled ‘True Character’.
A multimedia campaign – shot by iconic photographer Ellen von Unwerth – under the creative direction of Joris Kuijpers.
In the new campaign, DDB & Tribal Amsterdam builds on Wolford’s rich history as a luxury brand, while marking a departure from the brand’s previous tone and style.
The campaign was made to appeal to younger target groups worldwide, without alienating the current target groups.
Wolford global brand & marketing director Gwenda van Vliet said: “We wanted to stay true to the high-quality products we are so proud of.
“But we found that we were seen as an aloof, formal and emotionally disconnected brand, aimed at a mature consumer. In order to grow, we needed to change.
“Because the world has changed. More than ever, brands need to be relevant to younger consumers who are looking for brands that really have something to say. Thankfully, Wolford has a lot to say.”
The idea behind the campaign is actually quite simple but also true, DDB & Tribal Amsterdam executive creative director Joris Kuijpers said: “Wolford has great top-quality (shaping) products that make every woman look great. No matter how they feel.
“It seems as if nowadays, especially because of social media, everyone is expected to always be happy and relaxed.
“But that’s not how the world works, of course. Sometimes, we just aren’t at our best. This campaign plays with the beauty of such imperfections.
“With Wolford, you can look fantastic – even when you’re disappointed, desperate, angry or jealous.
“To add a little playfulness, we executed everything in a way that was a bit over the top and theatrical.”
Throughout the last 60 years, Wolford has become known for its iconic imagery, some of which was shot by legendary photographer Helmut Newton.
To bring the ‘True Character’ campaign to life, DDB & Tribal Amsterdam joined forces with renowned photographer Ellen von Unwerth, who is famous for her portraits of strong, sexy, confident and independent women.
“In this campaign, we needed powerful emotions and characters,” explained Kuijpers.
“And in my opinion, Ellen von Unwerth captures these expressions better than anyone else.
“In a lot of today’s (high-end) fashion photography, you see that the emotion is completely squeezed out of the model.
“I think that’s a shame, and all those campaigns look alike. That’s why it was such fun to work with Ellen. Not only is she one of the best photographers in the world, she is also a lot of fun.
“She has an enviable amount of energy and experience, an amazing eye and a contagious sense of humour. Also, she wants every picture to tell a little story.
“As a result, she, Joris Kang’eri and I were soon on the same wavelength, which left us with room to play and improvise.
“In all, we managed to shoot an amazing 60 photos and 40 videos, plus a number of GIFs and boomerangs.”
With a media mix of print, online, social, in-store and influencers, the ‘True Character’ campaign will be targeting major European cities (including London, Paris, Milan, Amsterdam and Berlin), as well as New York, LA and Shanghai.
The hashtag #truecharacter is used throughout the campaign and collection to implement a call to action, with hashtags linked to moods such as angry, grumpy, clumsy, bored and charming, targeted to specific times and days of the week.
Clicking on a product will lead directly to an online retailer or the Wolford homepage.
Latest News
The Mars Agency Announces Latest Findings Of Retail Media Report Card
The Mars Agency has developed a scorecard that assesses the capabilities of leading platforms across key criteria required to optimally plan, execute, and measure effective retail media programs. The scorecard aims To help brands efficiently evaluate their spending options across retail media networks in Australia (and New Zealand). With spending on retail media advertising in […]
‘It’s The Lesser Of Two Evils’ – NRL Eyes US Betting Market As Aussie Regulators Circle
US betting firms will be delighted by the circa 50,000 Americans who could soon watch the NRL on their favourite app.
A-League In Deep Discussions With New Partner To Keep Games On TV After Production Company Enters Administration
The A-League's insatiable appetite for scoring own goals continues.
TV Ratings (27/03/2024): Jungle Members At War Over Concealed Lipstick
A heated argument between two jungle members did the numbers for Ten last night, with I’m A Celeb obtaining a total national reach of 1,282,000. Fans were delighted as Candice Warner and influencer Skye Wheatley got into it over a stick of lipstick, leading Warner to dub the Instagram star “selfish.” Wheatley, best known for […]
Is The Australian Music Industry In Trouble? Inquiry Launched Following Splendour Cancellation
Earlier this week, an inquiry was launched into the challenges and opportunities currently facing the Australian live music industry in the wake of multiple festival cancellations. On 25 March 2024, the Minister for the Arts, the Hon. Tony Burke MP, asked the Committee on Communications and the Arts to inquire into and report on the […]
Liana Dubois, Leandro Perez, Aimee Buchanan & More Gather For Inaugural Compadres Leadership Event
Didn't get the invite? Perhaps you're not as important as you thought.
Cathay Captures The Unforgettable Thrill Of Cathay/HSBC Hong Kong Rugby Sevens, Via Publicis
Nobody does rugby like Hong Kong, apparently. Certainly nobody does it as badly as Australia.
Cocogun Nabs Christine Watts, Kirsty Reynolds & Shev Tan Bolstering Management & Creative Teams
Cocogun bolsters its team with new hires. Committed to purchasing a bigger sofa, too.
The Media Store’s Jacquie Alley & Sam Cousins Take The Plunge With Pro-Bono Work For Cure Cancer
B&T chats with The Media Store bosses about their great pro-bono work and sponsored swim.
Hawke’s Brewing Co. Taps Rocket Comms For PR Agency Following Competitive Pitch
We're expecting Rocket Comms productivity to crash in spectacular fashion following this win.
Spotlight On Sponsors: Patties Serves Up A Taste Of Home For Olympians & South Sydney Rabbitohs Recommit To Gambling Reform
While the Rabbitohs commits to gambling reform, B&T reckons the team should commit to a decent auto sponsor.
Google: “Inevitable” That Bad Actors Will Abuse Ads Platform As Advertiser Account Suspensions Double
Google maintains it's simply impossible for it to entirely stop bad people placing & paying for ads using its service.
Quantcast Expands APAC Sales Team With Appointment Of News Corp Account Manager
No pressure at all when you are appointed as a client success manager.
Publicis Sapient Tests Microsoft-Powered Gen AI Search Tool With Homes & Villas By Marriott Bonvoy
Given Gen AI's record for mangling stuff, B&T cannot see the problem with letting it decide your next holiday digs.
Volkswagen & DDB Group’s “Roo Badge” To Reduce Kangaroo Related Road Collisions
Watch out for RooBadge as Cannes Lions' most debated campaign this year.
Twilio Launches Unified Profiles & Agent Copilot Features To Boost Productivity & Engagement
Agent Copilot sounds like James Bond's less interesting cousin.
Reebok & Honda Among New Clients For onetwo agency
OneTwo finally lives up to its name with this double billing.
Ogilvy Report: Throw Out The Social Strategy Rule Book, The Rules Of The Past No Longer Apply
B&T was puzzled that all 'influencers' aren't, effectively, 'virtual', but here we are.
WhiteGREY & AKQA Merge In Australia, Lee Simpson Departs
Fortunately, the combined agencies aren't opting for a trite portmanteau for the new name.
Splendour In The Grass 2024 Music Festival Cancelled!
Music fans all over the country reportedly relieved they can pack away their rain coats and gumboots for another year.
TV Ratings (26/03/2024): “Fairy Bread, F***ing Disgusting”: Gordon Ramsay Slams Aussie Food In Food Stars Launch
Ramsay not one for mincing his words, even when it comes to minced meat pies.
Paramount+ International Boss Doubles Down On Aussie Content, Says Ad-Tier will Grow Audiences And Revenue
Good news as Paramount will not be binning I’m A Celebrity for re-runs of Frasier.
Brent Smart: Telstra Pushing For 50-50 Brand-Performance Split But Warns Numbers ‘Won’t Look Great’ Initially
The old brand vs performance debate continues. But here, Brent is firmly sitting on the fence.
Crowded House, Tones And I & Dom Dolla Win Big At The Shure Rolling Stone Music Awards
B&T staffer reports back with humdinger of a hangover & feeling seriously uncool after mixing with music types.
Opinion: Dyslexia “A Hidden Gem” For Brands & Agencies
Dyslexics offer underappreciated benefits in the corporate field, according to this op-ed.
David Jones Taps Criteo To Power Online Retail Media Arm
Want to see ads for things you probably can't afford? David Jones has got you covered with new retail media play.
oOh!media Sets Up Team To Target Business Audiences Across Airports & Offices
oOh! wants brands to harass you every minute of your next business trip.
QMS Launches Australian First DOOH & TV Partnership With Samba TV
Samba TV, of course, is not a channel dedicated to dancing. Much to our dismany.
Slew Of New Hires At Amplify
Four new faces join the Amplify offices. Team say desk scarcity becoming "acute".
Adobe Announces Content Authenticity Initiative Expansions To Counter Deep Fakes
Try as they might to enlighten them, we suspect Trump supporters will continue to watch and believe Fox News.
The PR Group Appoints TechCrunch Senior Reporter Catherine Shu As Director Of Content & Media
Catherine Shu makes the bold leap from journalism to PR. Says inevitable pay bump was "unrelated".
HERO Nabs Ebony Santin From AMPR
Rumours Santin cleared out the stationery cupboard before departing are as yet unconfirmed.
Karena Noble Checks Out Of EVT Hotels & Resorts To Launch Comms Consultancy
Noble still managed to squeezed in a continental breakfast before departing.
Canva Acquires Design Platform Affinity To Bring Professional Design Tools To Every Organisation
Canva & Adobe face off continues. We're not picking sides but keenly aware that Canva's office is next door to ours.
“Lean On Our Team To Help You Find An Audience”: Why Understanding Audience Engagement Is Essential In Journalism
Engaging the audience is critical to journos, apparently. We'd thought self-loathing & alcoholism were key.
Adobe Summit: Major Gen AI Developments, Data Concessions & Partnerships
What happens in Vegas stays there. Unless it's the Adobe Summit and then you get to read about in B&T.