3rd Year Work - Pull-In Underwear

Pull-In Underwear

Brief

The Pull-In Underwear brief was given to us by the brand owners themselves where we were introduced to this international brand that was just hitting South African shores at the time, with stock availability only online or at Mooks store in Rosebank as far as Johannesburg was concerned. In the briefing we were given an introduction into the international brand’s identity and asked to create a launch campaign where the brand would be launched to their identified target audiences in South Africa with the goal obviously being to create a cult like following behind this ideological brand.

CREATIVE CONCEPT

My concept for the Pull-In Underwear brief was based on a psychographic focus of the target market which I had defined as working class because of the exorbitant prices of the underwear. My concept had focused on the fact that when it comes to original underwear it provides the wearer with a mischievous sense of identity as they are the only ones who know what they are wearing, very similar to instances where women wear black lingerie under their work clothes as it makes them feel sexy and gives them an edge. The concept for my Pull-In campaign targeted exactly that aspect of the underwear and those who would be buying it, showing instances where Pull-In underwear give them the license to De-Adult themselves.

Rationale

From my research it was evident that people (and specifically those in the working class) enjoy wearing daring underwear as it allows them a feeling of mischievousness in their everyday mundane life, for example having a pair of sexy lingerie undies in the boardroom often gives women a sense of mischievousness as only they know the sexy underwear they have on whilst the workplace remains oblivious. It is this mindset that I aimed to target in my executions and concept.
My concept of “De-Adult Yourself” is directed at the slightly older target market who are generally involved in office spaces and have an income that can afford them a selection of Pull-in underwear so that the collection is not as important as what the brand stands for in their minds. The mischievous nature and expression that follows the Pull-In brand is the underpinning concept behind “De-Adult Yourself”.

My executions are all based upon situations where the target market are familiar with and are well aware of the norm with regards to the ‘straight’ nature of these environments. My campaign appeals to their “inner child” and encourages them to ‘de-adult’ themselves in such serious environments such as the secretary blowing ‘chappies’ bubbles at her desk, or the business man blowing bubbles into his merlot. The Radio ads are a direct translation of the print; whereas the internet banner ads follow a more childlike approach where banner ads on ‘business sites’ are hijacked in a humorous way and the subsequently tagged by Pull-In with the tagline “De-Adult Yourself”. The concept is – Rules Shmules. Leave it to the grown ups.

Executions

Print Executions - Men's Magazine

Print Executions - Women's Magazine

Radio Advert – Slurping

Client: PULL-IN Underwear South Africa

Copywriter: Daniel Portal

Duration: 18’

SFX: Typical restaurant ambience, posh and elegant with classic    

         jazz style playing in the background

SFX: Ambience is broken with the sound of someone slurping out

        their glass

MV01: The french waiter clears his throat gently and asks the

            slurping patron “would ze monsier like anozer glaz of

            chardonnay?”

SFX: All ambience fades out

Ann: Pull-In Underwear. De-Adult yourself. Available at Mooks in

         Rosebank

Please refer to Blog Disc (available on request) for external audio/visual executions