European clothing brand Bonprix has delivered a wonderfully clever commercial as part of its new positioning.

By completely reinterpreting the brand’s tagline, ‘Bonprix – it’s me’ for 2018’s woman, the new strategy challenges and defies conventional thinking around what women in middle age like – and are like.

The campaign, created by Amsterdam-based agency 180 Kingsday, is an ode to women of all ages, shapes, sizes, and walks of life – and shows that when it comes to women and how they see themselves, there’s always more than meets the eye.

It proves in an inspiring and joyously irreverent way that women’s lives do not stop during their 30s, 40s, 50s and 60s – on the contrary, in fact.

The campaign features real and authentic women in the middle of life literally shattering the stereotypes around the concept of ‘Alte Mutti’ – German for old mother and the generalisation of women after they have children.

It takes one of advertising old school methodologies – the vox pop interview – and remixes it into an original song by Amsterdam’s Sizzer Music, and a music video featuring real women who are as comfortable in their skins as they are with their identities.

The integrated campaign includes TV, print, out of home, digital, and experiential activities.

Lars Gerber, vice president of global brand and communication at Bonprix, said: “As well as their excellent communication ideas, we loved the strong brand and digital expertise 180 Kingsday’s enthusiastic, international team offered.

“Our new brand communication was born from our promise to make fashion for confident women who embrace life and refuse to pretend they’re anything other than themselves.

“The latest campaign exemplifies what’s at the very heart of ‘Bonprix – it’s me!’ The mischievous tone we’ve assumed is merely a reflection of how we’ve gained confidence as a brand and aren’t afraid to show it.”

Tiina Salzberg, executive strategy director at 180 Kingsday, said: “Women are amazing, complex, powerful, brilliant, beautiful, quirky, fascinating, nurturing.

“This campaign is a celebration of that and a thank you to women of all types everywhere for being exactly who they are. It’s also a great example of the power of 180 thinking: transforming a brand and igniting its organisation behind a strong, clear vision.

“We’re so grateful for the trust and partnership from the team at Bonprix.”

Kalle Hellzen, executive creative director at 180 Kingsday, added:

“We could see very early on that there was more than meets the eye to Bonprix, its offering and its customers. I feel this campaign lets the world feel the same thing we did.

“The team at Bonprix trusted us to take them to a more provocative, more distinctive space, which was so important, as that’s always where the most interesting things happen.”