Triumph tells women: it’s your right to express your opinion

On the same day as Australia’s plastic surgeons used talking bras to promote a breast alternations service, underwear brand Triumph has launched a campaign celebrating female self confidence.

The ‘It’s Your Right’ campaign – created by BCM – invites women to become citizens of ‘The Republic of Triumph’ and join a community where women are empowered to express their opinions, according to a press release.

The campaign centres on a Facebook competition where women are asked to declare a ‘right’ that is important to them. They can then vote for their favourite right. The top 10 rights will be declared part of the ‘Constitution of the Republic of Triumph’, which will be announced at a consumer event at Sydney’s Pitt Street Mall.

Triumph Australia’s marketing manager Alana Jones said: “The tone of the competition will be cheeky yet meaningful. We want to engage our community in a conversation about what matters in their lives and show them that in wearing the right lingerie they can feel confident and feminine.”

The campaign also involves a magazine partnership with Cosmopolitan, Shop Til You Drop and Australian Women’s Weekly magazines and in-store support for major retailers.


Agency: BCM
Client: Triumph International (Australia)
Client contact: Alana Jones, Marketing Manager
Creative Director: Marco Eychenne
Writer: Jeff Smith
Art Director: Andy Iles
Managing Partner: Paul Cornwell
Group Account Director: Michele Prescott
Account Manager: Stefanie Bartlett
Account Co-ordinator: Rebecca Fernando
Agency Producer: Shane Ford
Director: Justin Overall
Photographer: Jesse Smith
Media: BCM
Head of Channel Planning & Integration: Jo Stone
Media Planner/Buyer: Malina Redwood
Interactive Producer: Kim Harper
Interactive Art Director: Steve Mair
Interactive Designer & Developer: Som Meaden



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