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Sloggi Combats 'Branger' in New Campaign from MullenLowe Group

Comedian Janine Harouni stars in cheeky series of spots directed by Shimmy Ahmed

Sloggi Combats 'Branger' in New Campaign from MullenLowe Group

Underwear brand sloggi has released a new mini-series in continued support of the new ZERO Feel range – seemless bodywear with no wires or fastenings that seeks to revolutionise the bra category.

The work, created by MullenLowe Group, introduces the notion of ‘Branger’ (Noun: The feeling of intense anger at the bra that is slowly killing you.)

The work features comedian Janine Harouni who, in six mini episodes, takes the viewer through the various stages of Branger including acceptance, denial, epiphany, relapse through to being truly unfastened.

The work will appear online and in social with a media partnership in the UK with Lauren Laverne’s The Pool – the female-focussed online fashion destination.

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Advertiser: sloggi

Global Head of Brand & Marketing: Nicola Tacchi

Global Head of Marketing Strategy: Tom Jacobs

Global Head of Marketing Communications: Olesya Di

Creative Agency

Creative Agency: MullenLowe Group

Strategist: Natalie Chester, Kayley Almond

Executive Creative Director: Mark Elwood

Chief Creative Officer: Jose Miguel Sokoloff

Agency Producer: Vanessa Hunt

Creatives: Loren Cook, Bronwyn Sweeney

Strategy Director: Sandy Doran

Managing Partner: Ed Lee

Production Company

Director: Shimmy Ahmed

Producer: Fraser Jamieson

Production Assistants: Natalie Miller


Edit Company: YETI

Post Production / VFX

Grade: Electric Theatre

Category: Clothing/fashion , Underwear

Genre: Comedy