Today MullenLowe in London launched their new campaign for underwear brand sloggiâs new Oxygene bra. The film, titled Mind-blowingly Light, is a surreal and poppy dramatisation of the feeling of wearing the Oxygene. The story is told through the eyes of an underwear ad anti-hero, as she straps into her sloggi Oxygene. From the moment her clasp clicks, she is transported to a mixed-media world inspired by the extreme lightness of the bra. From turning into an anime character in cotton candy clouds to a real-life renaissance painting to giant meringue mountains, each scene is more fantastical than the next. After making her way through a series of mind-blowing scenes, the heroâs journey culminates with her riding a cloud, her Oxygene bra on glorious display. The campaign aims to showcase the mind-blowing feeling of sloggiâs lightest ever bra by taking the audience through an unforgettable film they wonât be able to take their eyes away from.
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