LYCRA Moves You – Making the Invisible Visible
Invented in the 1950s, LYCRA was the original brand of elastane fibre – the magic ingredient that allowed garments to move and stretch. Cheaper generic products followed, confusing consumers and applying competitive pressure. SapientNitro was tasked with creating an advertising campaign that would re-establish the brand and reaffirm LYCRA’s premium brand positioning. Victoria will discuss the strategy that resulted in the Global LYCRA Moves You campaign shot by Rankin and directed by award-winning Philippe André.