What do you do when your client is known as the online store for boring housewives?

This:

bonprix is part of Europe’s second largest e-commerce retailer, the Otto Group. Kudos to both agency, 180 Kingsday, and client for bravery and honesty in advertising. 

The internal and external transformation of bonprix, and pan-European campaign, completely reinterpret the brand’s tagline, bonprix – it’s me. They both also defy conventional thinking around women over 40 in a way that doesn’t patronise. Kudos for that too. 

Tiina Salzberg, executive strategy director, 180 Kingsday, noted, “Women are amazing. Complex. Powerful. Brilliant. Beautiful. Quirky. Fascinating. Nurturing. This campaign is a celebration of that and a thank you to women of all types everywhere for being exactly who they are. It’s also a great example of the power of 180 thinking: transforming a brand and igniting its organisation behind a strong, clear vision. We’re so grateful for the trust and partnership from the team at bonprix.”

The internal and external transformation of bonprix, and pan-European campaign, completely reinterpret the brand’s tagline, bonprix – it’s me. They both also defy conventional thinking around women over 40 in a way that doesn’t patronise. Kudos for that too.

Bonprix’ new creative partner, Amsterdam agency, 180 Kingsday, won the business in a competitive pitch held at the end of 2017. The brief in the pitch was to come up with a strategy to evolve the brand. 180 Kingsday’s response was to tackle more than just the advertising side of things, but rather work closely with key teams at bonprix throughout brand, e-com and operations to facilitate a transformation throughout the business, increase the brand’s relevance, broaden its reach and build a more consistent and inspiring consumer journey.

180 Kingsday began by tackling head-on the preconceptions and misconceptions around bonprix, which were leading to the attitude that “it’s not for me”. The agency’s aim was to get women to enter the website, where they would find a diverse range of quality products – and always something right for them.

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’s old school methodologies, the vox pop interview, and remixes it into an original song by Amsterdam’s Sizzer Music and a music video.

Lars Gerber, vice president of global brand and communication at bonprix, commented, “As well as its excellent communication ideas, we loved the strong brand and digital expertise 180 Kingsday’s enthusiastic, international team offered. Our new brand communication was born from our promise to make fashion for confident women who embrace life and refuse to pretend they’re anything other than themselves. The latest campaign exemplifies what’s at the very heart of bonprix – it’s me! The mischievous tone we’ve assumed is merely a reflection of how we’ve gained confidence as a brand and aren’t afraid to show it.”

Kalle Hellzen, executive creative director, 180 Kingsday, added, “We could see very early on that there was more than meets the eye to bonprix, its offering and its customers. I feel this campaign lets the world feel the same thing we did. The team at bonprix trusted us to take them to a more provocative, more distinctive space which was so important as that’s always where the most interesting things happen.”

The full campaign includes TV, print, OOH, digital and experiential activities.

Credits:  

Creative Agency: 180 Kingsday

Executive Creative Director: Kalle Hellzen

Creative Director: Stephane Lecoq

Copywriter: Brenda Waegemaekers

Art Director: Rachel Kennedy

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: Solab

Director: Ace Norton

Executive producer: Nicolas

Producer: Maxime Bouyer

Director of photography: Erik Henrikson

Photography: Halal Amsterdam

Photographer: Karen Rozetsky

Photo Assist: Won Tuinema

Editing: Final Cut

Editor: Dan Sherwen

Assistant Editor: Matt Gabzdyl

Music: 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

Client: bonprix

Vice President Brand & Communication Global: Lars Gerber

Team Leader Brand Camp: Verena Herdegen