NEVER TOO OLD
3x Season Collection Campaigns 2020/21 | Creative Concept & Creative Direction
Walbusch is a brand that loves creating fashion for older people. But it didn't want to be stereotyped as old-fashioned. So we showed what being older really looks like today. Ultimately moving Walbusch to lead the YouGov© brand rankings in 2021.
TVC · YOUTUBE · INSTAGRAM · FACEBOOK · POS
Summer Campaign 2020
INITIAL CHALLENGE
Walbusch was being perceived as stuffy, old-fashioned, fallen behind the times. Not so much in terms of product, but in terms of brand perception.
CONTEXT
Many brands for older people focus on tapping into their alleged insecurities around fashion trends and primarily address their audience as retirees looking for comfortable clothes.
Summer Campaign 2021
CREATIVE SOLUTION
After a strategic analysis of our customer population, some granular research and work sessions with diverse client departments, we developed a new brand platform: WALBUSCH – FÜR ALLE, DIE WAS VORHABEN.
It not only reflected the confident, optimistic self-perception of our customers, it also allowed us to broaden the scope of the target audience. We called this inclusive proposition "Generation W".
While being a Walbusch customer seemed based on age group before, it was now based on mindset. Ultimately moving Walbusch to lead the YouGov© brand rankings in 2021.
Winter Campaign 2021
Point Of Sale
