We created Berlei's "Do it for yourself" campaign as an expression of how women invest in their inner lives.

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The campaign came from an authentic insight. It was sparked by our experience of shooting Serena for years on Berlei shoots. She always danced between takes. We knew she mixed dance routines into her training for inspiration, and that she'd created a dance competition with her sister.

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Our aim was to create an insightful campaign that connected with women, but also connected with another side of Serena. It was our third time working with Serena and we were interested in exploring who she was beyond the tennis champion.  

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The Indomitable Paola Morabito brought her incredible directing skills to the table to bring this campaign to life.

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The response to the ad was overwhelming. People responded to the authenticity of the spot.  There was 100% increase in sell through, 137% increase in online sales, 7% consideration increase, and the content truly engaged with women, with 15.2 million views, and a 4.17% engagement rate.  

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We won a silver at the B&T Awards for Best Content Campaign.

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Some social comments: 

"What a great ad, shows the power of a confident woman"

"I love this ad! It's really joyful!"

"This is absolutely beautifully done and so authentic."

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