BONPRIX IT'S ME

ClientBONPRIX
Category A06. Retail
TitleBONPRIX IT'S ME
Product/ServiceBONPRIX
Entrant 180 KINGSDAY Amsterdam, THE NETHERLANDS
Idea Creation 180 KINGSDAY Amsterdam, THE NETHERLANDS
Production SOLAB Paris, FRANCE
Additional Company GLASSWORKS Amsterdam, THE NETHERLANDS
Additional Company 2 SIZZER AMSTERDAM, THE NETHERLANDS
Additional Company 3 THE AMBASSADORS Amsterdam, THE NETHERLANDS
Additional Company 4 CIRCUS FAMILY Amsterdam, THE NETHERLANDS
Credits
Name Company Position
Kalle Hellzen 180 Kingsday Executive Creative Director
Stephane Lecoq 180 Kingsday Creative Director
Rachel Kennedy 180 Kingsday Art Director
Brenda Waegemaekers 180 Kingsday Copywriter
Sander Litjens 180 Kingsday Art Director
Wawa Wang 180 Kingsday Copywriter
Yuka Kambayashi 180 Kingsday Producer
Sam Jones 180 Kingsday Brand Director
Nicole Scopes 180 Kingsday Account Director
Tiina Salzberg 180 Kingsday Executive Strategy Director, Head of Planning
Vincent Johnson 180 Kingsday Brand Planner
Christiana Courtright 180 Kingsday Social Strategy
Ace Norton Ace Norton Director

Write a short summary of what happens in the film

In this film we take on the perception that bonprix is for boring housewives and grandmas by showing the world that there is more to them than meets the eye. We juxtapose the misconceptions of women over 30, with surprising footage of real women doing unexpected things. Over the top of this imagery, common stereotypes were written in big, bold titles. The word “old people” was written over some brilliant imagery of a hula-hooping grandmother. “Boring housewives” was written overtop of a female biker gang. “No fun” was written over imagery of a young plus-sized woman dancing around her living room. Each scene proved how women, and the brand, are more than meets the eye. The film is supported by an uplifting composed track and real negative misconceptions of the brand taken from vox-pop street interviews

Cultural/Context information for the jury

Female fashion e-commerce brand bonprix is very well known, but widely seen as old fashioned, uncool, and boring. In order to juxtapose the most common misconceptions about the brand and its customers, we took real life misconceptions and showed how far they were from the reality.