Bra and undies brand Berlei has launched a new content campaign featuring tennis star Serena Williams to celebrate its 100th anniversary and encourage the next generation to invest in themselves.
The campaign is the second instalment of the ‘Do it for Yourself’ brand platform that Berlei launched in January, and builds on chapter one, as Williams now celebrates a new moment in her off-court life as a soon-to-be mother.
The campaign launches nationally today and will roll out across Facebook, Instagram and Twitter via Serena’s social channels and Berlei’s digital assets.
In addition to the hero piece, there are three brand social videos celebrating 100 years of Berlei.
Williams said the new campaign is an affirmation for the next generation of women.
“Regardless of whether I have a daughter or not, my hope and Berlei’s hope for the next 100 years of women is they start their journey with self-belief and the confidence to self-invest, self-prioritise and self-nurture,” she said.
Lucielle Vardy, chief strategy officer at Emotive, said: “Where the first Berlei ‘Do it for Yourself’ campaign shook the category up with an intimate insight into what Serena does just for herself – dance – this piece takes an even more intimate approach.
“The emotional power of video combined with Serena’s very personal delivery is exactly what we aimed for.”
Berlei’s senior marketing manager, Zoe Hayes: “We’re a brand that supports and champions women through every stage of life.
“The concept further cements our relationship with Serena as a true partnership, and it continues our combined mission to inspire generations of women to invest in themselves.”
One month into the new financial year, Melbourne-based agency Theory Crew has won four new clients across the beauty and FMCG divisions. New clients include the gourmet fruit spread range from France St. Dalfour; organic tea range Higher Living, new to market Australian baby skincare range from Biophysics Group Avo Baby, and soon to be […]
Australia’s advertising market has stepped up its strong COVID recovery by creating history in June after delivering the largest month of ad spend ever recorded in a first half period in SMI history, with the feat also ensuring the market total was above the pre-COVID levels of June 2019. Total bookings soared 44.3 per cent […]
SCA has appointed Commercial Radio Australia Brian White Scholarship winner Zac De Silva (pictured) to its Albury newsroom as it invests in new talent for regional radio newsrooms nationwide. De Silva received the prestigious Brian White Scholarship in 2020 and completed a paid internship at SCA as part of the award. He is just one […]
Spinach has been appointed to manage the media strategy, buying and data capabilities for Australian property developer Beulah. The Melbourne-based developer has several projects in the works including STH BNK by Beulah, one of the most ambitious developments to be undertaken in Australia. With backing from the City of Melbourne’s Future Melbourne Committee, the $2 […]
Following on the success of last year’s Think with Google “Rethink The Mix” campaign, this week sees the brand inviting marketers to “Rethink the Line” via a campaign created by The Hallway. The campaign is spearheaded by a video that tells the story of “The Line ” via animation and is complemented by a collection of shorter videos and […]
Digitas, the Connected Marketing Agency, part of Publicis Groupe, has announced the promotion of Adrian Farouk as CEO of Digitas APAC. Farouk (pictured above) is currently CEO of Digitas & Epsilon ANZ, he will take on the new role with immediate effect whilst continuing his leadership at Epsilon, the group’s data and tech platform business […]
This comment piece is by Jasmin Bedir, CEO of Innocean and founder of FckTheCupcakes. It’s been a month since Zoe Scaman’s amazing article. When I read it, I kept nodding along and readied myself for an industry discussion in Australia. But nothing happened. Not a peep. And it’s not because we’re so much better in […]
Major sporting clubs and local sporting leaders have united in response to community concern about the effect of prolific sports betting advertising on young people in the Victorian Responsible Gambling Foundation’s new Love the Game campaign. The ‘Join the club’ campaign includes elite and community level players and administrators, parents, kids, umpires and coaches from […]
Red Havas has announced the appointment of Haylie Marchant to the role of executive director, Red Havas Brisbane. In addition to leading the agency to drive growth in the Brisbane market, Haylie will also join the Red Havas national senior management team. Marchant brings 15 years experience building and running successful agencies in Australia and […]
After three years as executive creative director, Vince Lagana has departed The Monkeys to explore new interests and opportunities. Lagana said: “I’ve really enjoyed these three years as ECD at The Monkeys but now feels like the right time in my career to pursue other new and exciting opportunities. I’m proud to have worked on […]
As part of L’Oréal’s global corporate governance process, which sees a media review completed every four years, L’Oréal Australia and New Zealand have appointed GroupM agency Wavemaker as its new media agency from 1st October 2021. The review process was overseen by Ebiquity, an independent advisor to manage the process on behalf of L’Oréal Australia and […]
Logo designer BrandCrowd has created its own logo to align with the federal government’s ‘Arm Yourself’ vaccine campaign. Taking inspiration from the iconic World War Two image of Rosie the Riveter, the logo was created by a network of designers. According to BrandCrowd, “with the Australian government’s COVID-19 vaccination rollout under increasing scrutiny and accompanying […]
Nova 919 has announced that Jodie Oddy will officially join the station, with The Jodie Oddy Show set to kickstart Nova’s weekends. An Adelaide radio favourite and one of the most enduring and successful female media personalities in SA, Oddy joins Nova with over 13 years breakfast radio experience and is excited to be getting […]