Recently, Bendon, a renowned lingerie brand, launched its innovative campaign, “Bra Better,” in the Australian and New Zealand markets through the YoungShand agency. The campaign, which debuted on January 23, spans various platforms such as video, outdoor, social media, digital, online, and in-store.
Anna Johnson, Bendon’s CEO, emphasized the brand’s commitment to addressing contemporary women’s needs beyond just designing beautiful bras. The core of the campaign revolves around empowering women by providing them with bras that offer comfort, confidence, and support in various life situations.
Sue Kipling, the executive strategy director at YoungShand, echoed the sentiment, highlighting the importance of every woman having access to a bra that enhances their confidence and comfort. The collaboration between YoungShand and Bendon aimed to authentically represent the brand’s ethos and showcase its diverse range of designs.
Corey Chalmers, the executive creative director at YoungShand, praised the simplicity and scale of the “Bra Better” concept. He emphasized the collaborative effort in bringing the campaign to life, underscoring the focus on portraying how Bendon’s bras can instill joy and confidence in women’s lives.
The campaign’s creative direction aimed to not only showcase the aesthetics of the bras but also depict how they cater to different needs and emotions of the target audience. By aligning each creative choice with genuine insights and audience preferences, the campaign sought to resonate with women on a personal level.
The team behind the campaign included talented individuals from Bendon and YoungShand, such as creative directors, designers, strategists, and account managers. The meticulous planning and execution of the campaign reflected the dedication to ensuring that Bendon’s message of empowerment and inclusivity was effectively communicated to consumers.
Bendon’s “Bra Better” campaign signifies a shift towards promoting body positivity and self-confidence among women. By acknowledging the diverse experiences and needs of women in different life stages, the brand aims to redefine the lingerie industry’s standards and offer a more inclusive and empowering lingerie experience.
Through strategic partnerships and innovative marketing approaches, Bendon’s campaign sets a precedent for other lingerie brands to prioritize authenticity and inclusivity in their messaging. The success of the campaign highlights the importance of understanding and catering to the evolving demands of modern consumers in the fashion and apparel industry.
As the lingerie market continues to evolve, new brands entering the Australian market must consider the changing landscape and consumer preferences. Bendon’s campaign serves as a testament to the power of thoughtful branding and messaging in resonating with audiences and driving brand loyalty in a competitive market.
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