Guys wearing see-through plastic pants over their Fruit of the Loom boxer briefs demonstrate there’s no riding up with those no ride-up briefs, which have been fully reinvented with a softer waistband, redesigned cut, and longer legs that stay in place even when the gents make extreme moves.
Martin Granger of Moxie Pictures directed this spot, titled “Plastic Pants,” for agency CP+B.
Client Fruit of the Loom Agency CP+B Ralph Watson, chief creative officer; Dave Steinke, Allen Richardson, VP/creative directors; Mona Hasan, Nicholas Buckingham, associate creative directors; Kate Hildebrant, VP/director of video production; Annie Turlay, integrated video producer; Addison Born, Shelby Hawkinson, integrated jr. video producers; Andy Hamm, music supervisor; Charissa Kinney, content supervisor; Tara Delaney, Whitney Beemer, Ben Song, content managers; Abel Gonzalez, Hispanic consultant; Eva Hunter, asset producer. Production Moxie Pictures Martin Granger, director; Eric Schmidt, DP; Karol Zeno, exec producer; Paula Benson, head of production; Heidi Soltesz, producer. Editorial Hutch Co, Los Angeles Jim Hutchins, editor; Joaquin Machado, assistant editor; Jane Hutchins, exec producer. Post/VFX Method Studios, Santa Monica, Calif. Claus Hansen, creative director; Wensen Ho, sr. Flame artist; Robert Owens, exec producer; Paula Jimenez, producer. Audio Post Lime Studios, Santa Monica Mark Meyuhas, engineer; Matt Miller, assistant engineer; Jessica Locke, Susie Boyajan, exec producers. Post Company 3, Santa Monica Stefan Sonnenfeld, colorist; Rhubie Jovanov, exec producer.
Violence against women is rooted in gender and relationship models based on control and emotional dependence: this is the starting point for the development of the awareness-raising campaign “Getting Ready,” ideated for Sephora Italia by creative agency LePub and directed by Juul Op den Kamp.
Psychological violence manifests itself through constant and repeated behaviors aimed at controlling and subduing the partner. When we talk about gender-based violence, the focus is often on the physical side. However, not enough is said about the first signs of abusive behavior, especially from a psychological point of view, which are mostly subtle.
The objective of LePub and Sephora Italia’s “Getting Ready” campaign is deliberately simple and direct: to encourage awareness of what are called “Early Signs,” being the first signals of gender-based violence. Taking care of one’s outward appearance, the way one dresses and wears make-up, are powerful means of expressing one’s identity and are often the subject of abusive controlling behavior. Sephora believes in the right of every woman to be able to express herself freely and has once again decided to turn the spotlight on this issue through a campaign with a strong emotional impact.
“The topic addressed in this campaign is a sensitive one, unfortunately of a tragic relevance that cannot leave us indifferent. Signs of violence must be scrupulously observed, properly recognized and promptly interrupted. It starts with a comment, continues with an insult and finally culminates in a concrete act, a dramatic phenomenon that we are forced to read about every day in our newspapers. This is why it is absolutely necessary to act and talk about it: if our message reaches and supports even one... Read More
