Knix, a Toronto-based maker of wire-free bras and innovative intimates, has rolled out a new campaign to help join in the celebrations for International Women’s Day. As part of a unique twist the clothing maker is paying special attention to women over 50, and highlighting that they are still “as sexy, confident and badass as ever!”
The new campaign goes live today with a very unapologetic tone that aims to help women feel free and to feel comfortable in their own skin. Launching just days in advance of International Women’s Day – a global day of recognition celebrating the social, economic, cultural and political achievements of women and girls. As part of the campaign Knix has released its first-ever lingerie campaign video (see below), featuring women from age 50 to 81.
Agencies behind Knix’s International Women’s Day campaign?
- Public Relations: rock-it promotions [TCO]