Bonprix - "bonprix It’s me !"

180 Kingsday

180 Kingsday Amsterdam, Países Bajos

Premios

5779

Marca: Bonprix
País: Países Bajos

Anunciante: Bonprix

Título	bonprix It’s me !
Agencia	180 Kingsday
Campaña	bonprix It’s me !
Anunciante	Bonprix
Marca	Bonprix
Fecha de primera difusión/publicación	2017
Sector Empresarial	Venta al detalle, distribución y cadenas de restaurantes
Sinopsis	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.
Filosofía	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.
Medio	Televisión
Duración	74 seconds
Music and Sound Company	Ambassadors
Director ejecutivo de creación	Kalle Hellzen
Director creativo	Stéphane Lecoq
Responsable de conceptos / redactor	Brenda Waegemaekers
Responsable de conceptos / redactor	Wawa Wang
Director artístico	Rachel Kennedy
Director artístico	Sander Litjens
Productora	Solab
Realizador	Ace Norton
Productor de la agencia	Yuka Kambayashi
Director de cuentas	Nicole Scopes
Brand Director	Sam Jones
Head Of Planning	Tiina Salzberg
Social Media Strategist	Christiana Courtright
Postproducción	Glassworks Amsterdam
Música	Sizzer
Graphic Design Company	Circus Family