Sloggi "Steady and strong" by MullenLowe Group UK

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. 


Executive partner
Business director
Account director
Account manager
Strategy director
Executive producer
Production company
Head of video
Yeti productions Producer
Runner / wardrobe
Global head of marketing
Global head of brand communications
Global head of brand strategy
Global communications specialist
Global marketing analyst
Creative and stylist
Creative and writer
Wardrobe assistant
Innovations contact
Hair & make-up
Runner / BTS photography

Become a member of Campaign from just £88 a quarter

Get the very latest news and insight from Campaign with unrestricted access to , plus get exclusive discounts to Campaign events

Become a member