VML Hong Kong today announced the successful launch of “Just Like You,” a transformative regional campaign for Triumph, one of the world’s largest intimate apparel companies. Rolling out across Asia-Pacific (APAC), the campaign invites modern women to rediscover and embrace their authentic selves, asserting that true beauty originates from within.
VML Hong Kong partnered closely with Triumph to develop the strategic framework, creative concept, and multi-channel execution for “Just Like You.” The campaign boldly challenges societal pressures for external validation, inspiring women to declare: “Don’t Like Me” – a rejection of the need for outward affirmation and fleeting trends. It’s a tribute to inner strength and self-acceptance, recognizing that intimate apparel is the foundational layer that empowers a woman to create her perfect look with her unique inner beauty, from the inside out. This concept is brought to life through Triumph’s “Beauty Wardrobe” – a curation designed to be essential for every woman’s style, fostering a distinct and desirable feeling of self-assuredness.
“We are incredibly proud to have collaborated with Triumph on the ‘Just Like You’ campaign, a truly meaningful and empowering initiative,” said Sandra Gin, Executive Director of VML Hong Kong. “Our team leveraged deep consumer insights and a holistic understanding of the modern woman’s journey to craft a campaign that is not only visually stunning but also deeply resonant. We believe in creating work that sparks conversation and drives genuine connection, and ‘Just Like You’ perfectly embodies our commitment to impactful, purpose-driven creativity that champions authenticity. We also envision this powerful creative platform serving as a foundational pillar for Triumph’s evolving brand narrative and future campaigns, ensuring a consistent and empowering message across all touchpoints.”
Neil Lewis, VP of Marketing APAC, Triumph & sloggi brands, commented on the campaign: “We live in a world that constantly tells women how they should look and feel. With ‘Just Like You’, we are taking a stand for authenticity. This campaign is about celebrating the real YOU – the YOU that lights up a room, the YOU that finds strength in comfort, and the YOU that wears your truth. We believe that when a woman feels perfectly comfortable and supported in her intimate apparel, it frees her mind from distraction, allowing her to fully focus on her aspirations and achieve her potential. With our meticulously designed ‘Beauty Wardrobe,’ Triumph customers are unafraid to be beautifully themselves, allowing them to cherish who they are.”
The “Beauty Wardrobe” spotlights three iconic collections to meet distinct needs and moments in a woman’s life, ensuring she feels confident, supported, and truly herself: Smooth Sensation for the effortless achiever, Tri-Air Lite Delight for the evening star, and Illusion Curve for the fashion architect.
The ‘Just Like You’ campaign, which officially launched in September, is now actively reaching audiences across Asia-Pacific, inspiring women to own their authentic selves.
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