Thinkerbell has created the campaign for the collaboration between Foxtel's new streaming service Binge and online retailer The Iconic.
Inactivewear, which launched last week, is a 19-piece collection of unisex, luxe-loungewear, designed to help 'bingers' stay comfy on the couch, while staying on trend.
It came to life after Thinkerbell instigated the partnership between its two existing clients.
The range will be supported with an integrated campaign across PR, influencer engagement and a dedicated print, radio and digital above-the-line spend.
The collaboration saw some of the world's most fashionable, yet inactive models -- mannequins -- strike some relaxed poses while streaming content on Binge.
Australian (human) model and Inactivewear brand ambassador, Tahnee Atkinson also features in the campaign.
“It’s hard to say what was more rewarding, bringing two great clients together, designing a fashion line, or working with some of the most experienced faces in fashion," Thinkerbell chief thinker Adam Ferrier says.
"Either way it was a lot of fun and incredibly comfy. It’s wonderful to see Binge take such a creative approach to getting their name out there.”
The Iconic chief marketing officer Alexander Meyer says the collaboration has already seen success.
“We loved joining forces with Binge and Thinkerbell to bring this lounge-inspired capsule to life," Meyer says.
"Binge X The Iconic Inactivewear has already been an instant hit with our comfort-loving customers gravitating to functional, yet fashionable leisurewear.”
Clients: Binge and The Iconic
Creative, PR & Influencer engagement: Thinkerbell
Production Company: Clockwork Films
Photographer: Janyon Boshoff
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