"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. You can find the Out of Home campaign here and the German film here.

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.