Title	NAPAPIJRI 4 SEASONS
Brand	NAPAPIJRI - VF INTERNATIONAL SAGL
Product/Service	RAINFOREST JACKET
Category	F12. Excellence in Music / Brand Partnership
Entrant	FIRST DAY OF SPRING Amsterdam, THE NETHERLANDS
Idea Creation	FIRST DAY OF SPRING Amsterdam, THE NETHERLANDS
PR	PRESENT AGENCY London, THE NETHERLANDS
Production	WINK Amsterdam, THE NETHERLANDS
Production 2	SINCE '88 Amsterdam, THE NETHERLANDS

Name	Company	Position
Marleen Heemskerk	First Day of Spring	Marketing Strategist
Peter Kan	First Day of Spring	CEO
Evert-Jan Heijmans	First Day of Spring	Strategy Director
Simon van Gorkum	First Day of Spring	Creative Director
Fleur Runhardt	First Day of Spring	Client Service Director
Koen Koopman	First Day of Spring	Head of Design
Devon Murray	First Day of Spring	Designer
Clara Koscielniak	First Day of Spring	Designer
Anne Brugts	First Day of Spring	Copywriter
Jeroen Fontein	First Day of Spring	Music Supervisor
Lily-Ann Chen	First Day of Spring	Music Team
Sabrina Kiefer	First Day of Spring	Producer
Cynthia Hueting	First Day of Spring	Marketing Producer
Daan Dagevos	Since88 Productions	Owner
Nick Harmsen	Since88 Productions	Owner
Jits Vlaar	Since88 Productions	Editor
Daan van Citters	Since88 Productions	Cameraman
Jolanda van den Broek	Wink	Production Designer
Henry Peemen	Wink	Creative Director
Roswita Warmerdam	Wink	Event Producer
Paul Storrie	Tripod City	Owner
Charlie Kwai	Tripod City	Owner
Chris Lee	Tripod City	Owner

The Campaign

We teamed up with 4 music artists from 4 trend-setting cities, connected to 4 different music subcultures. And invited them to reinterprete Antonio Vivaldi’s world-famous The Four Seasons, capturing the energy of nature right in the middle of their city. Each artist had his or her own personal connection with the Vivaldi piece. “It’s not very often you get these opportunities to reinterpret classical music. I grew up playing classical piano. Vivaldi’s one of my favourite composers.” – TOKiMONSTA, dazeddigital.com. They all found their own way to create a brand-new track out of this historical music, with a recognizable piece of Vivaldi’s melody in it. LA’s TOKiMONSTA sparked her beat-driven lyrical vibes into Spring, Raleigh Ritchie (London) left his orchestral R&B mark on Summer, Sharon Doorson (Amsterdam) grasped Autumn’s pulse with her powerful poppy voice and Berlin’s Jan Blomqvist spinned his distinctive electronic sound to Winter.

Creative Execution

Pre-buzz July 27 - Aug 31; pre-launch Napapijri’s 4 Seasons with a trailer video, introducing artists and driving excitement about new music coming up. World premiere Sept 2; artists performing their tracks live in a multisensory 4 Seasons show at Bread & Butter in Berlin - urban music & fashion festival - live streamed on Facebook through Bread & Butter and the artists’ pages*. Next to the 4 tracks we launched the limited edition Rainforest, Napapijri's most iconic jacket, worn and shared by cool urban guys and girls with strong following on Instagram. After-buzz Sept 4-now; releasing the 4 tracks online on Soundcloud and Youtube (showing imagery of the performance) and covering the backstories of the artists with various international urban lifestyle media, who interviewed the artists about their Vivaldi reinterpretation. *Main content assets (trailer video, livestream, music videos) have been shared by the artists on their social channels.

REACH Total number of video views: 4,7M Total number of campaign impressions: 32M Total number of impressions on #napapijri4seasons: 4,5M Livestream views: 126k Listens on Soundcloud and Spotify*: 302k *Raleigh Ritchie released his track with his own record label; Jan will do this later this year. ENGAGEMENT Total number of engagements: 735k Highest average engagement per post for Napapijri ever. IMPACT Raleigh Ritchie’s song ‘Lonely Summer’ ended up on no. 14 in the Hypemachine Top 100 of most talked-about songs online worldwide. Google Brand Interest: +54% Online Rainforest Sales: +85% Urban fashion & lifestyle platforms confirming the brand’s shift. “Outerwear brand Napapijri fell off our fashion radar, but succeeded to put itself back on the map as urban fashion label.” – Belmodo, September 9, 2017

We deployed music to create an emotional connection between the Napapijri brand and a young forefront urban crowd. A crowd that is interested in discovering the latest music. So instead of creating traditional advertising that might interrupt their intrinsic interests, we created new music in collaboration with 4 artists. Music that tells the story of the Napapijri brand: sparking the energy of nature into urban life.

Because of this strong emotional connection between the artists and the project, we were able to create authentic branded content. Which is the core of our strategy: creating authentic and amazing content, that credible urban lifestyle platforms and the artists would be excited about sharing with their young urban fanbase. Not only adding value for Napapijri, but also for the artists, who are looking for ways to create and distribute new music with media partners that connect with their fanbase. To truly shift perception on brand and product level, we launched a limited edition 4 Seasons Rainforest jacket with a distinctive print, project artwork. The 4 tracks and the collection had their world-premiere at Bread & Butter in Berlin. Here we were able to engage our audience with a mesmerizing live experience of the 4 seasons, bringing the brand’s message straight to their hearts. Driving Napapijri into their cool spot.