Lane Bryant

Disrupting a category and starting a cultural conversation

Idea

We redefined the concept of sexy. We took the language of the leading intimates apparel brand and flipped it on its head. And with that, #ImNoAngel was born. We created a campaign that liberated and lauded the plus woman as confident, sexy, real and empowered.

Results

#ImNoAngel received multiple accolades, including an Effie for Integrated Fashion Campaign and two Clio Awards. It also delivered on its primary objectives; to help level the playing field and create a conversation for an underrepresented group of consumers, as well as to put Lane Bryant back at the center of the plus size conversation.