"HOW IS THAT FOR A BORING HOUSEWIFE?"

Bonprix, one of OTTO Group’s largest online retailers, was widely known as a clothing brand for “old people” and “boring housewives”. For the launch of their pan-European campaign, we took these misconceptions and faced them head-on. Our entire campaign was built from the honest stories of women of all ages, shapes, and walks of life. By completely reinterpreting the tagline 'bonprix - it’s me’, we proved that when it comes to women and the brand, there’s more than meets the eye.

The campaign was transcreated for three European markets. 

Agency: 180 Amsterdam
Director: Ace Norton

AWARDS & SELECTED PRESS
ADCN | Craft Award
ADCN | Shortlist x 2 
Epica | Shortlist x 2 
The Drum
LBB
The Stable
B&T


  

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Using one of advertising old school methodologies – the vox pop interview – we recorded the worst comments about the brand and remixed them into an original song (Amsterdam Sizzer Music). A song that became the brand anthem and the start of a music video. See the case film below.