Today sees the launch of ODD’s first campaign for Triumph following their appointment to help relaunch their Japanese sub-brand, Amo’s Style.

The campaign which was developed, art directed and produced by ODD, includes TV, OOH, retail, digital and social.

Whereas previous campaigns have followed a far more Kawaii art direction and been product or season specific, ODD has taken the Amo’s Style brand in a new, more contemporary direction. Having recognised that the lingerie sector has evolved dramatically since its launch in Japan in 1998, with competition coming increasingly from fashion brands, ODD was tasked with developing a more lifestyle orientated and fashion-forward campaign platform.

#LIVEAMOSTYLE seeks to break the category convention of portraying femininity in a one dimensional and static way, which is in turn at odds with today’s more empowered and progressive target audience, who are no longer responding to the gender stereotypes of old. As such, the new brand platform seeks to encourage women to embrace their individuality, whilst serving as a rallying cry to live with freedom and spontaneity.

To drive engagement, the multi-channel campaign for SS’18 sees a diverse cast of 9 women explore what it means to them to #LIVEAMOSTYLE through dance; a medium which is inherently linked to self-expression, while bringing a sense of dynamism, energy and positivity to the execution. The choice of talent and music was therefore of paramount importance to ensure cut through and relevance with the target audience.


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