This seamless product reinvents the women’s pantyhose sector and becomes the new benchmark.
Elegant, comfy and ultra-glam. But also resistant, run proof, with a silky touch and sensitive to body temperature.
On the occasion of the launch of such an innovative product, the result of years of research and with patented technology, the Armando Testa agency has come up with a communication event, able to evoke a wow effect and to convey the importance this product will have for the market.
That’s how GOLDEN LADY ROCK YOUR LEGS comes to life. This new communication concept invites women to move with freedom they’ve never experienced before.
With Golden Lady, pantyhose plays a starring role in any girl’s outfit. An absolute must have for every wardrobe, blending seduction, fashion and super practicality.
For such an ambitious project, the choice was one which turns all classic communication routes followed to date on their head: MILEY CYRUS.
Pretty difficult not to know who she is: admired, gossiped about and explosive. Ever since those distant days when she played the part of Hanna Montana, she’s been a legend for a whole generation of twenty somethings…
Today she is an international icon for youngsters, certainly the perfect embodiment of transgression, entertainment and above all, for anyone who did not get it, also tons and tons of fun.
A glamorous personality who won’t accept weakness or half measures, just like the pantyhose she is putting her name, face and legs to.
A celebrity recognised at a planetary level, global star of social networks with followers running to six figures: 55 million Facebook fans; around 14 million followers on Instagram; more than 18 million followers on Twitter and by now almost 2 billion views onYoutube.
Addressing a young target which represents the future for pantyhose.
Another name which is far from conventional was chosen to make her femininity and energy explode: the American photographer and director TERRY RICHARDSON – he needs no introduction and with his punk style and soul, he was behind unforgettable fashion campaigns.
Together, MILEY CYRUS and TERRY RICHARDSON, form a wild and unpredictable couple, an explosive mix of joyous sensuality and irreverence. But also with tons and tons of fun.
The campaign includes a range of small with perfect video clip style, inspired by the Miley’s fun and irreverent live shows, part of her Bangerz Tour which is enjoying worldwide success, and some scenes of delirium.
The sound track was chosen by Miley Cyrus personally: it will be the hit #getitright, a track featured in her album, written by that mythical master PHARRELL WILLIAMS, whose video and song HAPPY have been viewed billions of times and enjoyed worldwide success.
The film was shot over two days in LOS ANGELES, at the Siren Studios in Sunset Blvd. The setup for the press and point of sale campaign for a range of Golden Lady products was recreated in the same location.
Styling was managed by a real legend in fashion: Carlyne Cerf De Dudzeele. A whole chapter could be devoted to her alone.
The campaign kicks off in Italy, but Miley’s legs will take it all around Europe, where the Golden Lady brand is already present, and above all to Russia. An international tour which will mark a new page in the history of panty hose.
Get ready to rock your legs.
Agency: Armando Testa
Client Director: Nicola Belli
Creative direction: Vincenzo Celli, Dario Anania
Production company: Movie Magic
Director: Terry Richardson
Celebrity: Miley Cyrus
