SWEAT - IT’S A TOTALLY NATURAL BEHAVIOUR BUT 1 IN 4 PEOPLE HAVE BEEN SWEAT SHAMED. THIS GAVE EXTRA FLAMIN’ HOT A PROBLEM BECAUSE THEIR SNACKS MAKE PEOPLE SERIOUSLY SWEATY.
THE IDEA
WE STEPPED UP TO TACKLE THE ISSUE AND CHANGE THE PERCEPTION OF PERSPIRATION. PARODYING FASHION WE LAUNCHED THE HOT COUTURE CAMPAIGN TO MAKE SWEAT STYLISH.
PARTNERING WITH THE WORLD'S LEADING FASHION PHOTOGRAPHER RANKIN, WE BROUGHT SNACKS, SWEAT AND STYLE TOGETHER FOR THE FIRST TIME EVER.