SapientNitro Leaves a Trail with Luxurious Lycra Spot

SapientNitro, part of Sapient today announced that it has created a global consumer advertising campaign for Lycra, the fibre brand owned by INVISTA. The new Lycra Moves You campaign, SapientNitro’s first work for the Lycra brand since its appointment as the brand’s global advertising agency of record, broke in Brazil on TV Globo yesterday and will be rolled out globally across INVISTA’s markets over the coming months.

Lycra Moves You emphasizes the freedom and flexibility that the Lycra fibre brings to clothes and how this inspires you to express yourself physically, emotionally and creatively. It features a range of TV commercials directed by award-winning Philippe André and print executions by internationally acclaimed photographer, Rankin.

TV advertising, in 60, 30 and 15 second cuts, features a young woman wearing a range of Lycra fibre infused garments. She is transported through a series of different situations in a typical day, and in these environments each dramatic movement her body makes is captured in a time-lapse ‘trail’ effect to convey the new Lycra Moves You campaign idea. The action is set to the soundtrack of Nouvelle Vague’s ‘Dance With Me’ track, which was specially re-recorded to change the lyrics to ‘Move With Me’.

The advertising is designed to engage emotionally with consumers by increasing awareness of the qualities the Lycra brand offers as a fibre. Its ultimate aim is to force brand reappraisal and create desirability right along the entire apparel value chain – fabric mills, garment brands, retailers and consumers.

Using its StoryscapingSM approach, SapientNitro developed Lycra Moves You as a powerful organizing idea to create integrated, immersive experiences across a range of media and business contexts to communicate the new Lycra brand story. Wider activity includes a trade-targeted website and point of sale, followed in 2015 by consumer digital, social and innovative in-store activity.

Denise Sakuma, Lycra Brand Global Director, says: “We are excited to set off a Lycra brand movement at both trade and consumer levels globally. The Lycra Move You campaign is the perfect platform to communicate for the first time to consumers that Lycra is a brand of fibre that gives wearers fit, comfort and the freedom to move. We are making the Lycra brand and fibre visible to consumers.”

Nigel Vaz, SVP and European Managing Director at SapientNitro, says: “Lycra Moves You is a powerful campaign platform that will force reappraisal by making people more aware of Lycra and its role in modern day clothing brands. We’re proud to work with such an exceptional global innovator as INVISTA and help them put their world-class Lycra brand back where it belongs.”