PrimaDonna Ode To Curves

PrimaDonna, Europe’s best selling lingerie brand asked us to help raise awareness around the subject of Body Positivity. We took the occasion of International Compliments Day to create content that was actually an Ode to Curves. We put together an ‘uplifting’ campaign…

Ode To Curves

The work

On March 1st - Compliments Day, fans of the brand received some unexpected compliments from actresses, female writers, influencers, … Later that day, a video was released. The video was a mini-documentary reporting on a day that actress Pascale Platel, actress Ini Massez and author Sabine Peeters spent together, exchanging thoughts on receiving compliments, loving yourself and your body and just genuinly feeling good about yourself.

Simultaneously a number of Belgian and international influencers asked their followers to send each other compliments - not only on this day, but any day of the year.

The results were stunning. The campaign was immediately picked up by bloggers and influencers such as Ann Reymen, Cindy Van Dyck, Dorothée Dauwe, Eline De Munck, Matti Verbeeck, Lilli Ewert, Kaat Bollen and Julie Vermeire. They all took PrimaDonna’s advice to heart, reaching over 300.000 followers.

The campaign was subsequently picked up by national radio station Radio 1 and rolled out in Germany as well.

The German campaign featured blogger and journalist Asmona Logan, Carina Behrens and ‘Curvy Super Model’ winner Celine Denefleh.