
Kevlar Couture
Foxtel / Channel Arena
Issue 44 | September 2017
Agency
Clemenger BBDO Sydney
Creative Team
Chief Creative Officer: Ben Coulson Executive Creative Director: Paul Nagy Managing Director: Emily Perrett Creative Director: Ben Clare, Brendan Willenberg Creatives: Simon Gibson, Dan White, Josh Aitken, Simon Koay Senior Producer: Steve Tindall, Claire Bisset Senior Account Director: Holly Whiteley Senior Sound Engineer: Anthony Tiernan Editor: Alex Guterres Online & grade: Jess Morgan
Production Team
Photographer: Steven Popovich Assistant: Ben McPhee Production Company: Paper Dragon Director: Sam Couzens Executive Producer: Nicola Woolfrey DOP: Borce Damcevski ACS 1st AC: Nathan Damcevski Special thanks to Trolley'd
Other Credits
Client: Foxtel/Arena Head of Marketing, Entertainment Channels: Gina McGrath, Sasha Mackie Senior Marketing Exec, Entertainment: Candice Clerici Marketing Exec, Entertainment: Laura Stewart Senior Digital Producer: Carla Russo Digital Producer/Videographer: Tom Radcliff Fashion Designer: Dan Jones
Date
May 2017
Background
Foxtel and channel Arena were keen to promote the fireworks, walk-outs and catfights of The Real Housewives of Sydney reunion special. The agency saw a proactive opportunity to do more than just a network promo. With the Sydney Housewives proving to be the most vicious and bitchy the franchise has ever seen, the task was to help protect the Housewives from backstabbing when they came face to face again at the reunion.
Idea
The idea was to make sure the Real Housewives of Sydney had access to high fashion with one unique feature - it's made from backstab proof fabric - Kevlar. Introducing Kevlar Couture. Kevlar Couture is beautiful body armour that takes the Housewives from glam to body slam. The collection was made by Sydney fashion designer Dan Jones and includes an item for every occasion: The Galvanised Gown – a showstopper that sashays from charity ball to high society brawl The Fortdress – an impenetrable mini that goes effortlessly from cocktail to carnage The Combat Cape – the armoured coverall that shifts from boardroom to bitch-slap The tongue-in-cheek campaign features fan favourite Housewife Matty Samaei and Australian Fashion Icon Alex Perry across show promo films, high fashion print, gifs, a website and three social videos that test the durability of the gowns against some high society weapons – Samurai Silverwear, High Calibre Cork & Semi-Automatic Stiletto.