BIANCO's Latest Campaign Is an 'Almost Love Story' about Overthinking
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'Step Out of Your Head' shines a spotlight on our critical inner-voice
BIANCO have released new campaign, 'Step Out of Your Head', created together with advertising agency & Co. and directed by Daniel Kragh-Jacobsen of RSA. Produced by Newland, it’s an almost love story that shines a spotlight on our critical inner-voice and tendency to overthink situations.
In contrast to the much debated campaign: 'Hate is so 2018', BIANCO and agency & Co. have chosen love as a theme for this year’s campaign… almost.
In the film, we follow two people who fall in love, without the other ever knowing. Their critical inner-voices and tendency to overthink situations before they happen is holding them back.
"Most people know it too well. Whether it’s related to work or friendships or family, we overthink stuff to such a degree that we become paralyzed. This insight became our jumping off point for the campaign" says Lea Flodgaard, art director on the campaign.
BIANCO’s message is, simply put: Step out of your head. They hope to work against the tendency to overthink and encourage a more spontaneous approach to new situations.
"At BIANCO, we’ve never shied away from talking about relevant social behavior or tendencies. That makes us a brave brand with a history of campaigns such as “Equal Pay is not Enough” and “Hate is so 2018.” But for this year’s campaign, we’re doing things a bit differently" says Maria Skau Madsen, head of marketing at BIANCO. She adds: "Talking about overthinking and our critical inner-voice can easily be a more controversial topic, but who doesn’t enjoy a good love story?".
"Together with BIANCO, we deliberately challenged the formats. A runtime of just about 5 minutes and shot in a square ratio gives the work a bit of edge and it becomes newsworthy on social media. And people enjoy it – because it’s optimized to make you curious about the love story combined with a relatable human insight from our everyday lives. The film currently has more than 12 million views across Facebook and YouTube and 132,000 shares on Facebook. On YouTube, its positive reception is shown in a full view through rate of almost 50% of all people exposed to the short film, says Rasmus Philip, social media planner at & Co.
"The feeling of awkwardness present throughout the entire film - and the insight about overthinking - is something people can relate to. And we’re getting a lot of requests for a follow-up, which is a bit rare for an ad" concludes Lea Flodgaard from & Co.
Head of Marketing: Maria Skau Madsen
Head of Content Marketing: Camilla Marie Hahn Jespersen
Designer: Caroline Kiner
PR Manager: Kate Dam Andersen
Production Company: Newland
Director: Daniel Kragh-Jacobsen
Creative Agency: & Co.
Creative Director: Thomas Hoffmann
Art Director: Katrine Winblad and Lea Flodgaard
Copywriter: Mathias Trads
Planner: Rasmus Philip (Social Media)
Producer: Anne-Mette Lund
Account Manager: Sarita Montenegro
Account Director: Christian Grosen
Intern: Simone Weilborg and Sofie Bergstrand
Graphic Designer: Peter Vojnovic
Genres: Comedy, People, Storytelling, Dialogue
Categories: Shoes, Clothing and FashionRSA Films, 1 year ago