ODLO is an international sportswear brand offering the best products to people who share a passion for a healthy and active lifestyle.
Famous for being engineers of active layers since 1946, ODLO are the inventors of sports underwear. In addition to next-to-skin underwear, ODLO design and innovation has extended into a wide range of performance clothing for any climate or activity.
Having successfully partnered up with ODLO for previous projects, Brandwave was challenged to create a campaign and assets to launch one of ODLO’s latest innovations, Active Spine Pro. This base layer integrates a posture aligning framework, with a seamless bodymapping construction to improve posture, increase oxygen intake and reduce muscle fatigue before, during and after sport.
”"The ODLO team became an extension of our own for this project. It was this 'all hands on deck' attitude that allowed the shoot to run smoothly with plenty of creative scope – in turn providing us and the client with the desired end result."Matt AnkersArt Director
The lead campaign creative aimed to be a bold & powerful statement which was achieved visually through a black on black photo shoot, while the campaign copy acted not only as a headline but also a call to action.
An engagement mechanic using a competition and microsite landing page were proposed, to further ensure the product gained reach digitally.
To clearly and visually communicate the product features and benefits, an animated video was created using static assets supplied by ODLO. From a main edit, individual resizes and cuts were made for multi-channel coverage.
With this campaign we were able to communicate the brief in a succinct and highly visual manner, which ensured that campaign consistency was easy to achieve alongside a multi-channel activation approach.