WE DIDN'T JUST MAKE ONE CAMPAIGN, WE MADE FIVE
Repositioning one of Germany's largest fashion retailers in five campaigns.
Bonprix, one of Germany's (OTTO group) largest retailers, has long been known as a “grandma brand” for old people when actually they’re far from it. It was time to revitalize their image, expand their reach, and get the youthful collections in front of the youth's themselves: on digital.
We worked closely with strategy & consumer research teams to transition the brand vision, create a new brand playbook & design system and update their voice. Then launched with millennial-aesthetic #content across five campaigns. Each with their own unique approach & treatment complementing the collection itself. We rolled out across various touchpoints, focusing heavily on digital and social, followed by TV and outdoor.
Role: Concept / Creative
Creative Director: Rachel Kennedy
Creatives: Kelsey Svensson & Ross Weaver
Launching their planet-friendly collection across outdoor, print, social, digital & web. Bonus points for capturing this project in an eco-friendly way.
When people think 70s they often think road-trip. So that's what we did. The seventies-inspired collection rolled out on TV, outdoor, social, digital & web.
200 summer looks in two days. We matched the bright collection with an equally colorful look & feel across TV, social, outdoor, digital & web.