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Sep 22 2014

SapientNitro Unveils Global LYCRA® MOVES YOU™ Consumer Advertising Campaign

 

London, UK – September 22, 2014 SapientNitro, part of Sapient (NASDAQ: SAPE), today announced that it has created a global consumer advertising campaign for LYCRA®, the fibre brand owned by INVISTA™. The new LYCRA® MOVES YOU™ campaign, SapientNitro’s first work for the LYCRA® brand since its appointment as the brand’s global advertising agency of record, broke in Brazil on TV Globo yesterday and will be rolled out globally across INVISTA’s markets over the coming months.

 

LYCRA® MOVES YOU™ emphasizes the freedom and flexibility that the LYCRA® fibre brings to clothes and how this inspires you to express yourself physically, emotionally and creatively. It features a range of TV commercials directed by award-winning Philippe André and print executions by internationally acclaimed photographer, Rankin.

 

TV advertising, in 60”, 30” and 15” cuts, features a young woman wearing a range of LYCRA® fibre infused garments. She is transported through a series of different situations in a typical day, and in these environments each dramatic movement her body makes is captured in a time-lapse ‘trail’ effect to convey the new LYCRA® MOVES YOU™ campaign idea. The action is set to the soundtrack of Nouvelle Vague’s ‘Dance With Me’ track, which was specially re-recorded to change the lyrics to ‘Move With Me’.

 

The advertising is designed to engage emotionally with consumers by increasing awareness of the qualities the LYCRA® brand offers as a fibre. Its ultimate aim is to force brand reappraisal and create desirability right along the entire apparel value chain – fabric mills, garment brands, retailers and consumers.

 

Using its StoryscapingSM approach, SapientNitro developed LYCRA® MOVES YOU™ as a powerful organizing idea to create integrated, immersive experiences across a range of media and business contexts to communicate the new LYCRA® brand story. Wider activity includes a trade-targeted website and point of sale, followed in 2015 by consumer digital, social and innovative in-store activity.

 

Denise Sakuma, LYCRA® Brand Global Director, says: “We are excited to set off a LYCRA® brand movement at both trade and consumer levels globally. The LYCRA® MOVES YOU™ campaign is the perfect platform to communicate for the first time to consumers that LYCRA® is a brand of fibre that gives wearers fit, comfort and the freedom to move. We are making the LYCRA® brand and fibre visible to consumers.”

 

Nigel Vaz, SVP and European Managing Director at SapientNitro, says: “LYCRA® MOVES YOU™ is a powerful campaign platform that will force reappraisal by making people more aware of LYCRA® and its role in modern day clothing brands. We’re proud to work with such an exceptional global innovator as INVISTATM and help them put their world-class LYCRA® brand back where it belongs.”

 

CREDITS:

TV

Client: INVISTA™

Product: LYCRA®

Agency: SapientNitro

Creative Director: Justin Barnes

Agency Producer: Stephen Worley

Client Services Director: Mike Falconer

Account Director: Naomi Hirst

Production Company: Independent Films

Director: Philippe André

Producer: Cathy Green

Director of Photography: David Ungaro

Editing: Final Cut

Post-production and visual effects: Glassworks

Music: Nouvelle Vague, "Dance With Me”

Sound production: Wave

PRINT

Client: INVISTA™

Product: LYCRA®

Agency: SapientNitro

Photographer: Rankin

Creative Director: Justin Barnes

Client Services Director: Mike Falconer

Account Director: Naomi Hirst

Art Buyer: Sophie Hinds

Post-Production: PICS Picture and Imaging Consultants

ENDS

 

About INVISTA

With leading brands including LYCRA®, COOLMAX®, CORDURA®, STAINMASTER® and ANTRON®, INVISTA is one of the world’s largest integrated producers of chemical intermediates, polymers and fibers. The company’s advantaged technologies for nylon, spandex and polyester are used to produce clothing, carpet, car parts and countless other everyday products. Headquartered in the United States, INVISTA operates in more than 20 countries and has about 10,000 employees. For more information, visit INVISTA.com, Facebook.com/INVISTAglobal and Twitter.com/INVISTA.

 

About SapientNitro

SapientNitroSM, part of Sapient® (NASDAQ: SAPE), is a new breed of agency redefining storytelling for an always-on world. We’re changing the way our clients engage today’s connected consumers by uniquely creating integrated, immersive stories across brand communications, digital engagement and omni-channel commerce. We call it StoryscapingSM, where art and imagination meet the power and scale of systems thinking. SapientNitro’s unique combination of creative, brand and technology expertise results in one global team collaborating across disciplines, perspectives and continents to create game-changing success for our Global 1000 clients, such as Chrysler, Citi, The Coca-Cola Company, Lufthansa, Target and Vodafone, in 31 cities across The Americas, Europe and Asia-Pacific. For more information, visit www.sapientnitro.com.

 

Safe Harbor Statement

This press release contains forward-looking statements — in particular, those related to the timing and characteristics of campaigns — that involve a number of risks and uncertainties. All forward looking statements are based upon current expectations and beliefs and various assumptions. Actual results could differ materially from management's expectations and the forward-looking statements contained in this release.  A number of factors could cause actual events to differ materially from those indicated, including, without limitation: a reduction in the demand for the company's services in light of the current or future economic environment; the company's ability to accurately set fees for and complete projects on a timely basis; the acceptance of the company's services, and other risks and uncertainties as set forth in the company's filings with the SEC, including without limitation the most recent Annual Report on Form 10-K and Quarterly Reports on Form 10-Q.  Any forward-looking statement speaks only as of the date on which it is made, and the company undertakes no obligation to update any forward-looking statements for any reason, including to reflect events or circumstances after the date on which such statements are made or to reflect the occurrence of anticipated or unanticipated events or circumstances, except as required by law.

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Sapient is a registered service mark of Sapient Corporation.

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