Peter Lindbergh designs black-and-white for Bali campaign
11 Apr '07
3 min read
The Bali "Live Beautifully" survey shows that while U.S. women believe society places a far greater emphasis on outer beauty, they overwhelmingly believe inner beauty is more important. In fact, when asked whether they'd prefer to possess a beautiful body or live a beautiful life, 93 percent chose a beautiful life.
Of the women polled, the top reason chosen for why they feel beautiful was "you are happy with the way you live your life."
"Living beautifully is all about appreciating the special people and fulfilling moments throughout your life," said Hawkins. "It might be running on the beach with your family, a sunny morning sipping coffee or snuggling with your partner - any little moment in life. Bali can be there for all of them."
The spring '07 campaign created by Kraftworks of NYC, features photographer/director Peter Lindbergh, known for his work for some of the foremost design houses in Europe and America, including Giorgio Armani and Prada. Lindbergh shot the entire campaign in his signature style of black and white.
"We were looking for the perfect way to illustrate the beauty and understated elegance of Bali," said Lindbergh. "Often intimate apparel ads are unnatural and a little heavy. This campaign for Bali is very natural, very real."
Danish model Louise Pedersen was chosen to represent the quintessential Bali woman. "She's beautiful, alluring and self-assured. She is also sophisticated and has a real beauty that shines from the inside out," said Lindbergh.
The campaign kicks off in April with TV advertising. The print campaign begins with May magazines, and online ties everything together in late April. The campaign will coincide with the relaunch of the Bali brand's website at www.balicompany.com. The site will feature a Beauty Concierge that will help consumers find the right bra, the Bali Bra and Panty Club, which will provide notice of upcoming fit events, as well as tips on living a beautiful life.
Background on Bali "Live Beautifully" Survey: The Bali Survey, which asked a nationally representative group of 1,000 women ages 18-54 questions about both inner and outer beauty, was conducted by global market research firm Synovate.
marketing@alchempro.com
