Background:
Singles' Day is a holiday invented by the Chinese market to encourage consumers to celebrate being single. This day is also becoming increasingly important for the German market. In 2018, Douglas was already a pioneer. 2019, this day should definitely be occupied by Douglas. Being single is absolutely not a bad thing. On the contrary: Douglas’ mission is to encourage women to do whatever they want.
Idea:
The search for the better half remains in vain? Because you are already complete! Women are strong enough to love themselves. We celebrated the idea of self-love with an epic Douglas anthem: BECAUSE YOU’RE MADE FOR LOVING YOU – played and sung by women for women. And with a strong focus on Douglas and beauty.
Execution:
The core of the campaign was an online/TV spot, for which the KISS hit, but provided it with a meaningful, surprising and positive message, namely "I was made for loving ME". The aim was to arrange the world hit in a modern way and to give it a powerful, feminine impression – musically and in the choice of voices. At the same time, the vocal parts had to match and represent the actresses. In the end, our anthem of feminine self-love not only convinced KISS personally, it was also streamed thousands of times on Spotify and YouTube (over 100,000 plays).
Credits:
Creative Director: Marielle Wilsdorf
Senior Art Director: Michael Wilde
Senior Copywriter: Jens Paasen, Julian Aue
Production: Zauberberg
Music Production: Whitehorse Music
