Sloggi and MullenLowe throw a global house party

The campaign to launch Sloggi underwear collection highlights the role inclusivity plays in our lives

By Creative Salon

MullenLowe has partnered with Sloggi to showcase the launch of its new sloggi Body ADAPT Twist range.

This new campaign, titled ‘House Party’ features a richly diverse group of young people celebrating, dancing and having fun together to highlight the key roles connection and inclusivity play in the lives of the youthful Sloggi audience.

The digital-first paid media campaign will roll out in Europe and Asian markets across TikTok, Instagram and YouTube from February 27 with through-the-line assets building on the campaign through the rest of the Spring / Summer season.

The Sloggi Body ADAPT range was designed with the recognition that each person who wears it is unique. Sloggi Body ADAPT actively moulds its wearer’s figure so that they can feel comfortable in their own skin every time their body moves or changes. MullenLowe’s campaign represents the evolution of that idea with talent, including some street cast, dressed in products from the newly launched Sloggi Body ADAPT Twist range taking part in a raucous house party.

MullenLowe Global Creative Director Ilana Einfeld commented on the campaign, saying:“Capturing the powerful joy we get from letting loose with our friends was the insight at the heart of this campaign. We knew we wanted to show a global Gen Z audience in their natural habitat, and we knew we wanted to show how the Sloggi Body ADAPT underwear actively adapts to you, without getting too technical. The iconic parties, the ones everyone remembers (or doesn’t!) and talks about in a ‘Were you there when…?’ We’ve all been to them, or we’ve been gutted we missed them. The result unlocks high-octane togetherness and shows our underwear in action”.

Creative collective SUPERNOVA was brought on board to direct this campaign. They were tasked with creating a brand world that would appeal to the spirit of freedom and self-expression that the global sloggi Gen-Z audience embodies and showcase how Sloggi is focused on supporting people to move comfortably through the world. For the House Party campaign, it shot a cast of 24, including street cast locals, during a non-stop 12-hour house party on location in Barcelona, Spain.

"We’ve all had a tough few years, and it felt important to us to showcase the energy, diversity, and inclusivity of our consumers in the context of something they crave the most - being together. Our collections this year are designed to ensure nothing holds you back from enjoying the comfort of being together and we're excited to share that message with the world," said Nick Tacchi, Global Head of Marketing and Consumer Engagement of Sloggi (parent company Triumph Group).

The seasonal, digital-first campaign will feature a variety of digital content, including short-form videos, still photography, and social media content. In addition to its digital elements, the campaign will also include a point of sale campaign, plus PR and influencer activations in select markets.



Nicola Tacchi - Global Head of Marketing & Consumer Engagement Sloggi & Triumph

Mark Single - Global Head of Marketing Communications & Brand Content Sloggi

Sonja Klocker - Global Brand Content Manager Sloggi

Bettina Schwedler - Brand Content Specialist Sloggi

Agency: MullenLowe

Chief Creative Officer: Nicky Bullard

Creative Director: Ilana Einfeld

Creatives: Sophie McGovern & Alex Prendergast

Business Director: Joseph Doyle

Account Director: Hannah Trudgett

Account Executive: Ella Carroll

Strategy Director: Hannah Hayes-Westall

Senior Producers: Vanessa Hunt & Lisa Tuck

Director / Photographer: SUPERNOVA

Production Company: YOU ARE HERE

Executive Producer (YAH): Jeremy Goold

Producer (YAH): Kiki Verdag

Production Company: TANTOR FILMS

Executive Producers (Tantor Films): Pablo Burgos / Danahe Calzada

Producer (Tantor Films): Jana Balcazar

Director of Photography: Carlos Feher

1st Ad: Silvia Esquivel

2nd Ad: Oriol Rovira


Art Director: Isabel Garcia

Art Assistant: Raihan Vintro

Wardrobe Stylist: Nestor Reina

Wardrobe Assistants: Paula Velasco / Marta Garreta / Claudia Roca

Make Up Artist: Lara Guell

Hair Stylist: Virgiina Marques

MUA / Hair Assistants: Juan Francisco Molina / Cristina Casanovas

Key Grip: Adrian Petanas

Gaffer: Raimundo Ruiz

Camera Op: Carlos Feher

Edit House:

Editor: tenthree and Yeti

Post Production Company: Yeti

Producer: Charlotte Jones

Lead VFX: Martin Bridge

Grade: Company3

Colourist: Matthieu Toullet

Sound design: Sounds good audio

Lead sound: Martin Leitner

Music company: Pitch and Sync


Campaign Imagery - PICS: c/o Chris Green

Supporting Imagery – c/o Camillo Bernadi Studio

MLL Design:

c/o Rafe Greenlaw


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