Sydney based women’s underwear brand Berlei teamed up with charity partner Breast Cancer Network Australia (BCNA) to launch a sports-linked campaign to encourage Australians to support those who are affected by Breast Cancer.
Timed to leverage the 25 September AFL Grand Final, created by Piglet Studio and produced by Vandal, the creative stars famous Australians affected by breast cancer and is set to Marcia Hines’s anthemic 70’s disco hit ‘You’ and it also celebrates the joy and comfort provided by the right support.
The campaign launched on 24 September and spanned national broadcast television supported by print, social, digital, PR, EDM’s and point of sale.
The hero ‘In Support Of You’ video creative was filmed in recognisable locations across Australia – including Brisbane’s famous cricket stadium The Gabba – and the campaign features several famous sports stars including AFLW player Sophie Conway and Olympic medallist Raelene Boyle, as well as Thredbo landslide survivor Stuart Diver and social justice advocate Aunty Pam Pedersen. Plus, joining these well-known BCNA ambassadors are other BCNA members.
Plus, an additional strand of the campaign saw Berlei release a collection of Pink Bras and $10 from the sale of each bra is being donated to BCNA. The collection is available online via Berlei.com.au and leading department stores Myer, David Jones & Harris Scarfe from 24 September.
“Now more than ever, it’s so important for Australians to show support for one another, and it’s of even more importance for those who are affected by Breast Cancer – whether they’ve been diagnosed, are caring for someone, or have lost a loved one,” said BCNA (which works to ensure a better journey for all Australians affected by breast cancer) CEO Kirsten Pilatti.
Berlei Marketing Manager Says Andrea Michelle commented: “As a partner of BCNA for over 15 years, our goal for this campaign is to raise awareness of the outstanding services they provide – in particular the BCNA Helpline.”
The campaign idea itself evolved from a Sydney studio set where the talent flew in from across the country and spanned eight individual mini shoots located in the hometowns of each talent all shot under Covid-19 restrictions.
“It was a huge privilege to work with the BCNA ambassadors and members, and tell their personal stories of support, thank you Berlei, BCNA and Piglet,” said Director Tracey Rowe. “It was crucial to create the right team, with empathetic personalities and skills, and I’m so appreciative of Piglet and Vandal for bringing together the perfect crew. I’m extremely proud of the result and was incredibly moved and inspired by everyone involved in this campaign.”
Piglet Studio Creative Director Andrew Henderson commented: “Through COVID complexity, what we initially thought a production setback turned out to be an incredible gift and what came to life was far greater than originally imagined. Through some clever tech, we were able to tell these inspiring stories of support from across the country. Like most Australians, each of us behind the scenes had personal stories of breast cancer making this campaign an even greater privilege.”
Vandal Producer Ben O’Donnell added: “Helping to bring The Berlei x BCNA campaign to life during one of the most difficult periods in recent memory was nevertheless made rewarding thanks to the incredible generosity of spirit from everyone involved. It’s a rare thing to have collaborative synergy at every stage of the production process, but the sheer number of people affected by breast cancer in some way meant an outpouring of kindness from pre- production through to delivery. Engaging in these stories of love and support has been a special and memorable experience.”
The campaign was created for Berlei Division Manager Holli Michelle, Marketing Manager Andrea Michelle and Brand Manager Jade Massaad by a team at creative agency Piglet Studio which included Creative Director Andrew Henderson and Piglet Producer Brooke Smith, with production by Vandal where the director was Tracey Rowe and the producers were Benjamin O’Donnell and Ciara Hehir.
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