sloggi and creative agency MullenLowe London have proven comfort is cool by winning three Creative Circle Bronze Awards for their 2019 campaign ‘Granny Got Pants’. The campaign stars Collette Zacca, a 56-year-old from Sheffield with a double hip replacement who became known as ‘The Dancing Granny’ when she was seen dancing, carefree and confident, at the 2019 Notting Hill Carnival. The film – a reimagining of Sir Mix-a-Lot’s ‘Baby Got Back’ – is a celebration of comfort and liberation from the restrictive underwear women are encouraged to wear to conform to modern ideals of beauty.
Collette, who is over the moon at winning the awards, particularly in the category Best Film for Positive Change said: “I’m really proud to have changed people’s perception about what a granny looks like. As a black woman in the current atmosphere this has been the pinnacle of my career.”
Collette has always strived against what she’s been told she can’t do, and all her life has actively sought to prove people wrong. Having contemplated leaving her dancing career behind, she found it emotional to see herself starring in a music video of her own. “From looking for myself in the background to being front and centre rapping and dancing with six marvellous dancers around me, was just fantastic. Wow.”
The campaign has been extremely successful, achieving an upsurge in social channel traffic by 3150% and 8 million organic views in 2 months, and taking home bronzes for Best Use of Music, Best Online Advertising Over a Minute and Best Film for Positive change. Nick Tacchi, Global Head of Brand and Marketing sloggi says: “We are extremely delighted for being recognised and honoured for this campaign because it shows the value of being proactive, taking risks, and challenging the norms of the industry.”
