THE CAMPAIGN THAT BECAME A MOVEMENT
Simply Be is one of the UK’s leading plus sized fashion specialists catering to young women seeking trend driven clothing in sizes 12-32. Our brief came from strategic consultants Create The Avalanche, who asked us to deliver a powerful campaign platform to activate the brand’s entire business and motivate women to celebrate their curves and not to be defined by them.
Our objective was to share an inspirational message of female empowerment and convey that Simply Be understands the issues many women face when shopping for plus size fashion.
Our approach was to shift the focus from weight to worth and celebrate female strength, confidence and individuality. Driven by the uplifting track “Woman” by Kesha, we delivered the multi-channel “More Than Our Bodies” platform, that went above and beyond a seasonal campaign to become a game-changing movement of female empowerment.
Backed by an empowering manifesto and beautifully executed brand and product moments (including a TVC airing between X-Factor UK, Big Brother and the Undateables in the UK), the campaign grabbed the headlines and positively impacted Simply Be’s entire business for the long-term.