Over the last 40 years, sloggi’s reputation has been reduced to mere makers of “granny pants”.

For the relaunch of their famous Maxi, rather than brush over the brand’s reputation, we chose to embrace it.
We launched a remake of Sir Mix-A-Lot’s Baby Got Back. In our version, a badass Granny champions comfort, bringing a new generation of women with her, whilst giving sloggi a unique voice and carving them a space in a crowded category.

The campaign has been featured by countless global publications including Vogue, gained millions of views on youtube and won several industry awards.

Creative Circle: x3 Bronze
Gerety Awards: Silver