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