Nirali
Mehta
Client: Stretchery 2020 Field: Social Media marketing campaign design, strategy & direction
Stretchery is a home-grown, sustainable fitness wear brand from India. With each campaign and collection, aiming to go beyond retail. Set out to function as a holistic brand for it's consumers who apply & live its vision of wellness of mind, body & environment in their everyday practice of working out, self-care and mindfulness.
Campaign concept - discovering movement in static times.
In 2020, the unprecedented ways in which the world came to a standstill made us think about the significance of movement - emotional, physical, and social. We wanted to use our product line, our voice as a living billboard to inspire by bringing meaningful moments of movement to life. We decided to talk about this through our most active & public ‘interface’ with our customers – social media.
As an activewear brand, a lot of our communication and connection with our customer base is talking, inspiring and encouraging them to move, to stretch and to be active. But we, ourselves needed to understand movement from a very different perspective. Acknowledging the challenges of the present, we believed that tapping into our emotional potent mission of revolutionizing women’s sense of self-worth could provide our audience an inspiration in times of lack or no movement.
We made this perspective our creative starting point—orienting and expanding the campaign around the power of words and actions. The spirit of Stretchery rests on its ardent conviction in the infinite capacity of the human mind and body to stretch, bend, and grow. Through stories we wanted to understand the meaning & scope of movement for women in the present times.
The idea was to leverages perceptions of movement through experiences, influences and thought-provoking ideas. It speaks to the immersive, transformative experience movement provides, and the independent, critical thought it inspires.
We conducted fun exercises, exchanges and experience sharing with some very interesting group of women, who were neither our customers nor in the space of fitness or wellness in any direct way.
The MoveMEANT campaign was conceptualized, shot, and launched during the lockdown. Capturing the spirit of some phenomenally powerful women today; breaking glass ceilings, cultivating value, and carving out legitimized spaces for their own identities, by bringing their narratives of courage, compassion, and creativity, on the fore.
We decided to shoot the protagonists of this campaign in their respective homes, asking them to surround themselves and celebrate with all that comforted them during these immobile times. The campaign evoked different voices and the active, social and mindful nature of Stretchery's community. Using our product line and stories as a living billboard to challenge & bring meaningful moments of movement into the lives of our customers
The campaign yielded an honest and riveting narrative of real women who mean to move.
Altogether, the campaign amplified the best of what Stretchery believes as a brand; but, more importantly, aimed to shift perceptions.
