Intimissimi Uomo, the Oniverse Group brand (formerly Calzedonia) specialized in men’s underwear, sleepwear, and homewear, entrusts WEGO, an independent creative agency, with the global launch of two digital campaigns. At the heart of the communication lies the innovation and comfort of the new collections: No Stiro and Boxer Invisibile.
A dual brief arrived at WEGO’s desk, with a single challenge: to tell the story of two flagship products of the brand through dedicated launch campaigns scheduled on a global scale, responding to the need to address a male audience through storytelling that would highlight product features without losing the brand’s fresh spirit.
The agency managed both campaigns across all phases, from the initial concept to crafting and creative direction on set, culminating in the production of two hero videos, as well as a series of shorter secondary clips and a set of multi-format photographic assets for the brand’s website and social channels.
At the center of the campaigns is the story of the main characteristics of the collections, which guided the narrative with an ironic twist and upon which the creative idea was built: for No Stiro, the agency played with the short circuit created by overturning the linguistic codes typical of video tutorials; for Boxer Invisibili, the claim “#GoBoxerless” and green screen technology made it possible to emphasize the comfort that renders the product almost imperceptible.
«Working with Intimissimi Uomo was an opportunity to engage once again with a brand that has an important heritage, and speaks to its target audience with the goal of being relevant today. Another occasion in which the WEGO team confirms its ability to create high-value communication in an increasingly competitive, and therefore challenging, market», states Tomas De Zanetti, CEO of WEGO.