To change the preconceived idea that bonprix is for boring housewives, we took the misconceptions people have about the brand and middle-aged women in general, and flipped them on their head. The campaign celebrates women of all ages, shapes, sizes, and walks of life. By completely reinterpreting the brand’s tagline 'bonprix - it’s me' for the 2018 woman, we show that when it comes to women and how they see themselves, there’s always more than meets the eye.
Our integrated campaign launched in four languages, and included TVC, social, digital media, print & outdoor. By popular demand, we even released the campaign track on Spotify and iTunes.
Credits: 180 Kingsday, Solab, Ace Norton, Halal, Sizzer, Final Cut, Glassworks