Elvie ‘Smart Tech for Smart Bodies’

Women’s bodies have been systematically policed by society and under-served by technology. Elvie’s tech supports women’s bodies in the ways they deserve, so we created work that was deserving of them too. Whilst women’s bodies are increasingly celebrated aesthetically, there are few examples of women’s bodies being celebrated for their biological complexity. We partnered Elvie with Eva Lazarus, artist and breastfeeding mother, to create and perform an anthem of appreciation. It champions women’s smart bodies and Elvie’s smart tech – finally the products and advertising that women deserve.

Brief:

Elvie wanted to establish their cultural role supporting female bodies with an enduring brand platform that hero-ed their tech; specifically their famous premium breast-pump and their new mass-market version. Our task was to increase salience amongst women aged 25-45 in the US and UK through a distinctive brand campaign that would drive business growth and help push up the standard of female-focused advertising.

Solution:

We highlighted Elvie’s superior tech as an act of practical appreciation for women’s bodies and our appreciation of women’s bodies beyond just aesthetics, we brought product and people together under the new platform ‘Smart Tech for Smart Bodies’. Eva Lazarus, artist and breastfeeding mother, created and performed an anthem of appreciation that showcased women’s amazing bodies and Elvie’s amazing tech.*