campaign platform, visual identity, video, social, digital, website,
To stay profitable, Maidenform desperately needed to become relevant to Gen Z and Millennials. Clearly suffering an identity crisis, how can a brand founded in the 1920s with "maiden" in its name not be seen as old fashioned? Change what the name means, of course.
The reality is, Maidenform's heritage was all about supporting the female form. Since today's females do anything but conform, the brand was repositioned to honor each and every one in all of their uniqueness.
A music video (shot by the award-winning badass Hannah Lux Davis), social campaign, targeted digital, in-clinic signage, a Meta bot and a click-to-book appointment website were all part of the plan. Cause check it girl, you got to #BeYourOwnBaby.