Triumph has transformed model Hannah Ferguson into an animated character as part of a campaign designed to promote its bra fitting service.
The two-minute musical spot celebrates the magic of finding the perfectly fitting bra. It follows the tale of Hannah, her two friends, a fairy godmother in the shape of a dress form, and a companion called Fred the Frog on the quest for “the one”.
The aim in using animation, according to Triumph, was to provide women with a character that is relatable rather than aspirational, removing any pressure to look a certain way.
Eszter Szijarto, head of brand marketing at Triumph said: “It is really important for us to find new ways of bringing to life the bra finding journey so that we continue to inspire customers to go for a bra fitting. By transforming our model, Hannah, into a cartoon we are treading new ground and by doing so, we aim to create a compelling visual experience that captures the magical feeling of finding the right bra that transforms your life – ‘The One’.”
The campaign features a musical score composed by Tony award-winner Jason Robert Brown. The vocal was performed by three acclaimed Broadway singers, and the accompaniment by Prague’s Filmharmonic Orchestra.
It will air on television in the UK, Germany and Italy from today until mid-May, while edited versions will be viewable online.
Accompanying it is a contest called Animate Me, which calls for fans to answer questions related to “The One” via Facebook and Twitter as well as the Find the One Hub (where bra fitting appointments can also be made). Winners will receive an animated illustration of themselves in the same style as the film.
This post first appeared on WGSN.com/blogs