bonprix: It's Me by 180 Kingsday
- Location:
Bonprix has launched a new positioning and pan-European campaign. By completely reinterpreting the brand’s tagline ‘Bonprix – It’s Me’ for 2018’s woman, the new strategy challenges and defies conventional thinking around what women in middle age like – and are like. ‘Bonprix – It’s Me’ is an ode to women of all ages, shapes, sizes, and walks of life – and shows that when it comes to women and how they see themselves, there’s always more than meets the eye.
The new campaign proves in an inspiring and joyously irreverent way that women’s lives do not stop during their 30s, 40s, 50s and 60s - on the contrary in fact. The campaign features real and authentic women in the middle of life literally shattering the stereotypes around the concept of ‘Alte Mutti’ – German for old mother and the generalisation of women after they have children.
The campaign film takes one of advertising old school methodologies – the vox pop interview – and remixes it into an original song by Amsterdam’s Sizzer Music, and a music video featuring real women who are as comfortable in their skins as they are with their identities.
The integrated campaign includes TV, print, OOH, digital and experiential activities.
Credits
Client: Bonprix
Vice President Brand & Communication Global: Lars Gerber
Team Leader Brand Camp: Verena Herdegen
Creative Agency: 180 Kingsday
Team
Executive Creative Director: Kalle Hellzen
Creative Director: Stephane Lecoq
Copywriter: Brenda Waegemaekers / Wawa Wang
Art Director: Rachel Kennedy / Sander Litjens
Account Director: Nicole Scopes
Brand Director - Sam Jones
Head of Strategy - Tiina Salzberg
Brand Planner - Vincent Johnson
Social Strategy - Christiana Courtright
Executive Producer: Bethany Papenbrock
Agency Producer: Yuka Kambayashi
Social Media Content Producer: Karen Bruinsma
Production Company:
Team - Solab
Director: Ace Norton
Executive producer: Nicolas
Producer: Maxime Bouyer
Director of photography: Erik Henrikson
Photography Company:
Team – Halal Amsterdam
Photographer: Karen Rozetsky
Photo Assist: Won Tuinema
Editorial Company:
Team – Final Cut
Editor: Dan Sherwen
Assistant Editor: Matt Gabzdyl
Music Company: Sizzer
Composers: Robin Anthony Peters Francesco
Lewis Michael Dransfield
Track: Bon Prix: Alte Mutti’s, Saaie tantes, Les Mémeres
Publisher: Sizzer Music
Sound Design: The Ambassadors
Sound designer/mixer: Rens Pluim
Post Production: Glassworks
Post producer: Dave Moore
VFX Lead: Alex Pattinson
Colourist: Scott Harris
