Bonprix - "bonprix It’s me !"

180 Kingsday

180 Kingsday Amsterdam, Netherlands

Премии

5702

Бренд: Bonprix
Страна: Netherlands

Рекламодатель: Bonprix

Заголовок	bonprix It’s me !
Агентство	180 Kingsday
Кампания	bonprix It’s me !
Рекламодатель	Bonprix
Бренд	Bonprix
Дата первой трансляции/Публикации	2017
Бизнес сектор	Розничная торговля, дистрибуция и рестораны
История	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.
философия	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.
Тип медиа	Телевидение
Длина	74 seconds
Music and Sound Company	Ambassadors
Исполнительный креативный директор	Kalle Hellzen
Креативный директор	Stéphane Lecoq
Копирайтер	Brenda Waegemaekers
Копирайтер	Wawa Wang
Арт-директор	Rachel Kennedy
Арт-директор	Sander Litjens
Продакшн Студия	Solab
Директор	Ace Norton
Продюсер агентства	Yuka Kambayashi
Директор рабочей группы клиента	Nicole Scopes
Директор бренда	Sam Jones
Начальник планирования	Tiina Salzberg
Стратег по социальным сетям	Christiana Courtright
Послепроизводственный этап	Glassworks Amsterdam
Музыка	Sizzer
Graphic Design Company	Circus Family