Panache - Modelled By Role Models

Following a successful pitch for Panache Lingerie at Holler, I worked on a PR Activation and Online retail brand campaign. The brand wanted to find a way to reach alpha-type female professionals who had little time for another wallpaper campaign.

Working with the strategy team, we discovered that '75% of women in the UK felt there were not enough female role models'.

Our idea: “Modelled By Role Models”.

Using six inspirational models including a Paralympic athlete, a positive body image spokeswoman, and a nurse tackling the ebola epidemic, we wanted to show that even a lingerie brand can advertise honestly and responsibly in a world dominated by appearances.

The campaign consisted of a fully-shoppable campaign site within the brand’s website, a series of short films capturing our Role Models and their stories, a launch event and a PR campaign.

In 2016, based on the success of the past year, the brand has decided to extend the campaign.