Deeply: Transforming beachwear in InsideWear

Deeply Beachwear Collection – Dear Summer… A Campaign created by an agency in Portugal, directed by Google Meet and produced by content creators in Biarritz, France.

Deeply and SA365 – How to launch a beachwear campaign during a pandemic?
During time for social isolation and staying at home, going to the beach is not part of anyone’s plans. But that doesn’t mean you can’t launch a brand new beachwear collection. So, Deeply reinvented their communication, transforming beachwear in InsideWear.

Through an in-depth co-creation process with five content creators, Deeply launches it’s collection right where everyone is: inside.

“The power of co-creation is in building authentic narratives, in the synergy between creativity and storytelling. When the story is relevant, creativity gains massive force. It’s important to create a collaborative creative environment because it’s from that exchange of experiences, guidelines and references that we get to expand knowledge, evolve as a brand and strengthen relationships/partnerships.” says Ana Vilela, creative director at SA365 Portugal.

In partnership with content creator Marie Pfisterer and her housemates, the campaign video is “a love letter to summer” filmed in Biarritz and inspired by good moments in warm days and produced entirely inside, switching surf for couch surfing, beaches for balconies and sea waves for showers. After all, there’s always a way to find summer.

“In moments like the one we’re living right now, brands need to be able to reinvent themselves and it’s important to transmit messages that are not only responsible but also positive and make us smile and dream. The challenge we made to SA365 was creating a campaign for the launching of Deeply’s beachwear collection that was both sensitive to the social isolation context we’re living in, in a real but positive way, and, most of all, could create empathy, desire and interest for the brand. The big issue is that this time, the whole campaign would have to be produced inside. As so, what could seem like a mission that, not being impossible, was at least unstimulating, ended up becoming a super engaging production that surpassed our expectations!” says Mónica Pimentel, Deeply’s CEO.

Tags:
Deeply Beachwear Collection, Digital Campaign, Brand Film, Digital Film, Pandemic, COVID-19