180 KINGSDAY, Amsterdam / BONPRIX / 2018
Tell the jury about the creation of the original music track.
The campaign was all about disproving that bonprix was a ‘boring housewives’ brand by turning these preconceived notions on their head. For music, we took the most common negative misconceptions, and actually remixed them into a song. We recorded real people’s reactions to bonprix and built the entire track from these voice-clips. Some of the reactions became the chorus, others became lyrics, and keywords were used to build and punctuate the music.
The response to the track was phenomenal, we released it on Spotify and Itunes. We made a German, Dutch and French version, each with its own bespoke remix. The music, from day one, was intended to play a central part in creating the feeling of positivity, optimism and energy that we wanted the brand to represent. It was a powerful way to let the world hear that bonprix was so much more than a brand for boring housewives.
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.
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