How does a boring fashion retailer become a rock hit? The 90s rock classic, bitch, by Meredith Brooks, perfectly embraced our creative brief: create an integrated 360 campaign that expresses a woman’s many different moods. So we convinced WE Fashion to produce a cooler version of the song. With Massive Music, we selected popular Dutch band Room Eleven to make a demo of the song and it all went from there. We produced a music video, cinema length commercial featuring the same music, band, actors and locations. The song went platinum. MTV also broadcast a special making of the video that aired in Europe for several weeks. A digital online hub, print press events, live performances and party that kept changing moods rolled out from the hit. Sales started soaring for WE retail and for Room 11.
Role
360 integrated campaign concept + art @ TBWA Amsterdam
Awards, publications
Cannes Lions: finalist integrated category
ADCN Silver Lamp integrated
ADCN Lamp Film Direction
SAN Accent
The song went platinum. MTV also broadcast a special making of the video that aired in Europe for several weeks.