Sloggi explores gender roles in the campaign for the S by Sloggi line.
The underwear brand's artsy campaign was created by students at Central Saint Martins in London. The partnership resulted from MullenLowe Group's longtime sponsorship of the Nova Awards, the school's art degree show. Twelve student teams submitted concepts to Sloggi and the winning idea was by Daniela Benaim and Zofia Zwieglinska, who acted as creatives. MullenLowe produced the work.
Starring a group of androgynous 20-somethings, the ad explores themes of the body and gender roles in within men’s and women’s underwear. The avant garde imagery creates an unapologetically Gen-Z campaign.