SABINA BRALESS
MAKE YOUR BREAST COMFORTABLE

BACKGROUND
In today’s fashion landscape, where “braless” and covering nipples are major trends, traditional bra companies are falling into competition not for style but for comfort. ‘Sabina’, the renowned Thai lingerie brand with over 30 years of expertise, strategically launches its innovative comfort product line, ‘Sabina Braless’. Integrating cultural relevance and effective storytelling, Sabina cleverly incorporates the Thai root “Sabai,” meaning comfortable, into its marketing, creating a strong connection with consumers. The film, featuring the presenter ‘Baifern Pimchanok’, a beloved Thai celebrity, leads the campaign ‘Make Your Breast Comfortable.

THE IDEA
‘Uncomfortable Comfort. Hilarious Film ‘Sabina Braless’ Redefines Family Gatherings.’ 
The “Sabina Braless” ad challenges cultural and industry norms by defying the conventional approach seen in lingerie ads. Instead of focusing solely on showcasing celebrity beauty, Sabina features ‘Baifern’, a top Thai celebrity with over 12 million followers known for her beauty, but this time in a comedic role. This departure from the norm is significant in a culture where traditional beauty standards are prevalent, demonstrating the brand’s willingness to break stereotypes and connect with audiences in a more authentic and relatable way.

In the film, comedic chaos unfolds with three plot twists, showcasing three functions of the product. The story begins with a typical Asian family dinner gathering, where Baifern’s boyfriend introduces her to his family for the first time. Conversations quickly turn awkward and uncomfortable. In the midst of the tension, Baifern boldly reveals her Sabina Braless, setting off a chain reaction of hilarity as each family member joins in, showing their own bras and comfort with the product innovations. The scene reaches its peak with Grandpa stopping Grandma’s unintended reveal of her bra, leading to a lighthearted and memorable conclusion to the comedic chaos.

‘Sabina Braless,’ taps into the Thai audience’s deep appreciation for humor and cultural resonance, still capturing mass audiences. By blending comedy with insights, the film engages viewers on multiple levels, offering both entertainment and insight. Its innovative approach not only showcases the product series but also sparks conversations about ‘Sabai’ culture (meaning comfort), no matter how uncomfortable the situation. 

THE FILM

RESULTS
The campaign had a significant impact, reaching over 13 million people in its first week and ranking number one with a 64% industry share of voice and interactions within five days. It also claimed the top spot for brand engagement on social media within just one week. The viral success of the Grandma’s scene showcased strong viewer retention, with an impressive 41% video completion rate, exceeding industry standards by 220%. Audience interaction remained high, with a 92% interaction rate and overwhelmingly positive sentiment. Additionally, there was a notable 26% increase in live e-commerce. Viewer requests for translations into various languages further highlighted the campaign’s global appeal and effectiveness in achieving its objectives.