The Drum Awards Festival - Extended Deadline

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Client: bonprix
Date: May 2018
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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.


Client: Bonprix

Vice President Brand & Communication Global: Lars Gerber

Team Leader Brand Camp: Verena Herdegen

Creative Agency: 180 Kingsday


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