Lycra launches three micro-movies to give consumers a glimpse of the mystery of elastic fiber

The world-renowned fiber brand Lycra released a new brand campaign this year, "different, very different." In order to enlighten more consumers to explore and feel the free movements brought by Lycra, the brand has established a brand new theme event website, and exclusively publishes the micro-movie trilogy, with the seemingly ordinary life items such as stockings, denim and Underwear. Clues, interpreting the different life possibilities caused by the difference in Lycra fibers. Indulge in jumping or galloping, Leica shows a different self, discovering infinite possibilities and releasing extraordinary vitality. The series of micro-movies are directed by the award-winning directors of the Cannes Film Festival, combined with distinctive musical expressions. What is even more ingenious is that the protagonists of each chapter are performed by a pair of twin sisters/brothers, and the twins with different personalities. Expand their respective life styles. Each of the three micro-movies launched one by one, each bringing different suspense and surprise to the public.

Lycra brand interpretation

The first release of the stockings micro-movie "Cut Love" tells the story of a pair of sisters who love fashion design and grow together in the face of the selection test. From the beginning of the mutual blame, to the sudden reversal of the story when the conflict between the two sisters reached the apex, the "key key" in the film is the magical magic brought by Lycra fiber.

My sister’s emotional out of control scissors her sister’s unfinished costumes. However, this destructive cut just gave her sister’s inspiration – traditional stockings were cleverly cut out of different shapes of hollow shapes, contrasting tones A completely different style of boldness.

The final outcome of the story is that the sisters have worked together to complete the work and won the favor of the judges, because their creations have poured their inner passion and breakthrough ideas.

Of course, only the stockings with Lycra's anti-dissociation fiber can be used without fear of spinning. By cutting, stacking and combining, we can freely express the casual style and create endless possibilities. Surprisingly, the brand 3ZU football show also launched 500 pairs of movies with limited edition stockings, so that more viewers have the opportunity to share their inspiration with the sisters to create their own leg style.

The recently launched denim film "Starting Point" is performed by a pair of twin brothers. Like "Cut Love," the two brothers in the play look the same, but their personality is completely different. "Silent as a virgin" chess player brother, "moving off the rabbit" street dance master brother, when the younger brother was unable to attend the street dance competition, the introverted quiet brother changed his brother's beloved jeans, instead of him. Downfall.

In the end, my brother broke through the self and won the game for the younger brother with perfect dance steps. It turns out that Lycra fiber gives the denim fabric excellent elasticity and resilience, allowing the denim to move around and release extraordinary vitality, thereby inspiring the wearer to break the stiffness, let go of the bondage, and discover the difference. Relax and relax, feel comfortable and fit, and discover your unlimited potential.

In addition to the novel reversal of the plot, the catchy soundtrack, the fashion style of the characters in the play is also worth learning. Jeans can create a mature urban style and a bold street style. While paying attention to the development of the plot, consumers who want to try the same cowboy style as the characters in the drama can go to the JACK & JONES national stores to experience the different jeans wearing experience and instantly open your own life.

Micro-world, very different

In addition to "Cut Love" and "Starting Point", the first trailer of the final "Gift" has also been posted on the Lycra brand theme event website. On the homepage of the website, you can see that the protagonists of the three micro-movies are cleverly intertwined at the intersection, which also indicates that because of Lycra, they are about to usher in a turning point in life. As the network carrier of this brand campaign, in addition to the micro-film trilogy released one after another, Leica built a brand new “micro-type world” on the website, so that consumers can have a glimpse of Lycra elastic fiber. Mystery. Ingenious humanoid interactive design, through the animation effect to show the micro-fiber world inside the fabric, let the audience to appreciate the technological features brought by Lycra elastic fiber from a new perspective. Click on the Lycra fiber catalogue, and each offline event and the influx of people can share the diary. You can also win the exclusive offer of the cooperative brand through simple interactive question and answer, and encourage consumers to try and feel the wearing experience brought by Lycra fiber. .

This theme event website not only comprehensively beats the brand campaign of “different, very different” of the Lycra brand, but also an innovative attempt to link the online and offline of brands and consumers, truly cater to the needs of consumers, and adopt the brand concept. Combine key information such as product selling points, wear suggestions, and promotional activities to inspire consumers to use Lycra to interpret their own dynamic stories through a “one-stop” experience. Immediately visit the Lycra brand theme event website difference.lycra.com, explore the "micro-type world", and open the life.