Wacoal's ultimate goal is to help build an even more prosperous cosmopolitan society by providing beauty solutions. The brand is tuned in and inspired by each woman’s individuality, lifestyle, and values. Wacoal and Milestone have worked together in three different projects for this: Wacoal inShape, Travel Bra, and DailyShape.
For Wacoal inShape, Milestone was tasked to create the branding, advertising, marketing collateral, and TVC. The goal was to showcase a series of bras tailored to fit the needs of women of every age. For Wacoal Travel Bra, it is the first roll-able bra in Indonesia. It is designed to maximize convenience for travelers looking for beauty and efficiency in one package. Milestone’s objective was to build a campaign communicating the vibrant personality of ‘Wacoal Travel Bra’ and its target audience. We created a timeless and emotional story through photoshoots, radio ads, TVC, and YouTube commercials for a creative result that matched their business objectives.
This 2020, Wacoal is launching a new product called DailyShape. It is a series of shapewear products aiming to enhance physical appearance while also providing health benefits. Wacoal worked with Milestone to create the branding for this collection. Milestone performed a number of comparisons in the shapewear category for Indonesian market, ensuring Wacoal products presented as new and necessary. The message has to be clear rather than sophisticated, the brand needs to sell.