Bonprix - "bonprix It’s me !"

180 Kingsday

180 Kingsday Amsterdam, Niederlande

Awards

5705

Marke: Bonprix
Länder: Niederlande

Werbende: Bonprix

Titel	bonprix It’s me !
Agentur	180 Kingsday
Kampagne	bonprix It’s me !
Werbende	Bonprix
Marke	Bonprix
Datum der ersten Ausstrahlung/Veröffentlichung	2017
Geschäftsbereich	Einzelhandel, Vertrieb & Gastättengewerbe
Story	bonprix is a well known e-commerce European fashion brand for women aged 35-50. Despite high levels of awareness, its audience were finding it more and more irrelevant in a world of fast fashion and fast e-tail – H&M, Primark and Zalando. The brand had become staid, frumpy and felt both inauthentic and very uninspiring. The bonprix It’s Me campaign retained the same endline that the brand had used for many years – but it approached the creative idea in a totally fresh way. Many people thought the brand was for ‘old mums’ and we wanted to take that assumption on and flip it on its head. The campaign took the words of dissent and flipped them to celebrate how much more there was to our audience (and the brand’s range) than meets the eye. Using real women and a brilliant composed track the film was a powerful and celebratory ode to women who were much more than people thought they were.
Philosophie	Online fashion retailer bonprix recently launched a whole new positioning and pan-European campaign. Devised by Amsterdam agency 180 Kingsday, it represents the first work the creative shop has done for the brand. And they’re off to a strong start. 180 Kingsday’s response to the brief to evolve the brand took things way beyond mere advertising, working closely with key teams at bonprix throughout the brand, e-com and operations teams to spark change at every level of the business. At its basis, the project is to challenge the pervasive misconceptions about how women look, think and live in 2018. There’s more to bonprix than meets the eye, the campaign suggests, and there’s certainly more to the women who shop there than the stereotypes say. Tiina Salzberg, executive strategy director and head of planning at 180 Kingsday told LBB’s Alex Reeves how the campaign came together.
Medientyp	Fernsehen
Länge	74 seconds
Music and Sound Company	Ambassadors
Executive Creative Director	Kalle Hellzen
Creative Director	Stéphane Lecoq
Texter	Brenda Waegemaekers
Texter	Wawa Wang
Art Director	Rachel Kennedy
Art Director	Sander Litjens
Produktionsfirma	Solab
Regisseur	Ace Norton
Agency Producer	Yuka Kambayashi
Etatdirektor	Nicole Scopes
Brand Director	Sam Jones
Planungsleiter	Tiina Salzberg
Social Media Strategie	Christiana Courtright
Post-Produktion	Glassworks Amsterdam
Musik	Sizzer
Graphic Design Company	Circus Family