TitleSuperwear
Agency
Campaign Superwear
Advertiser Amazon Prime Video
Brand Amazon Prime Video
Date of First Broadcast/Publication
Tagline Protect the superpower within you
Story For the release of their season 2 flagship series The Boys, Prime Video, its agency Herezie and the startup Lambs launch the SUPERWEAR: a collection of technological underwear protecting men and women from the dangers threatening their fertility. The profits from sales will be donated to the Fertilité Stérilité Foundation (attached to the Fondation de France) to support young researchers who have chosen to conduct their research in the field of human reproduction and infertility. 
Philosophy For the release of their season 2 flagship series The Boys, Prime Video, its agency Herezie and the startup Lambs launch the SUPERWEAR: a collection of technological underwear protecting men and women from the dangers threatening their fertility. 
Problem When you watch TV, your laptop is often positioned on your private parts, putting them in real danger (from electromagnetic waves, bacteria, heat, etc.). This can ultimately harm fertility, affecting the mobility, viability, and morphology of sperm and eggs. Produced by Lambs, a pioneer in protective clothing and thanks to their patented WaveStopper technology, SUPERWEAR have been effectively designed to protect the superpower that is in each of us. Their unique fabric containing silver thread protects against radiation, bacteria and heat increases, all factors associated with those long hours spent in front of the screen. So you can watch your favorite series in complete safety. « “At Vought International, we have one mission: to give the world the protection it deserves. But we know, our superheroes can’t be everywhere at once.” » Linda Derezy (Marketing Director at Vought International). On this basis, the collection is signed in the name of Vought International (the company behind the superheroes in the series). Made up of 3 pairs of panties and 4 briefs, It’s available in the colors of the 7 superheroes from the series. To promote this capsule collection, a commercial was produced along the lines of the ones by Vought International in the series. And since SUPERWEAR is also about style, you can discover the collection’s lookbook in various fashion and lifestyle titles (Stylist, Society...) as well as via a guerilla poster campaign around Paris. The underwear will be distributed by way of contests on the Prime Video social channels, via the dedicated platform vought-superwear.com and on albumcomics.com where it will be possible to make a donation to order one of the Superwear. The profits from sales will be donated to the Fertilité Stérilité Foundation (attached to the Fondation de France) to support young researchers who have chosen to conduct their research in the field of human reproduction and infertility. With SUPERWEAR, get all the protective power of your favorite superheroes directly on your most private parts and devour the new season of The Boys in complete safety. 
Media Type Digital
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