00:00What if Kusha Kapila changes her entire brand positioning?
00:03Welcome to Beyond The Brief.
00:04If I were the brand head underneath, this is how I would crack the summer campaign.
00:08Every woman would agree, their bodysuits are way too cute to be just wanna shapewear.
00:12So the campaign idea is simple, don't just wear it underneath.
00:15We reposition the bodysuit as the new summer style statement.
00:18Your top is now officially optional.
00:21We launch the bodysuit in bright poppy summery colors, the kind you actually won't want to show off.
00:25Then we drop detachable colorful straps with quirky copies like
00:28showing off my straps, main character energy, hot girl summer, etc, etc.
00:32For PR, we send creators a curated kit with a set of bodysuits,
00:35detachable straps and a style guide to mix match them.
00:37And the PR box headline, take that top off.
00:40And we won't stop here.
00:41To really make bodysuits the new it girl uniform, I'd collaborate with Mirageo.
00:45Imagine a beaded denim waist pack that literally threads through the bodysuit hoops.
00:49Waist cinched, literally.
00:51That's how I'd make underneath bodysuits the new summer statement.
00:54Of course, going beyond the brief.
00:56Would you buy this?
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