BIANCO wanted to continue their history of making socially relevant ads - without causing controversy. The objective was to create an awareness campaign that would emotionally resonate with our audience and make the brand stand out in a rather bland category (affordable footwear) and thereby increase its consideration rate.
In our research, we found that most people tend to overthink situations to such a degree that it holds them back in life.
Since it’s more than likely that this issue stems, in part, from the fashion industry, BIANCO wanted to counter it.
Thus the “Step out of your head”-campaign was born.
The film “the Lift” became the campaign’s centrepiece. Set entirely within the confines of a lift, we follow two people who fall in love, without the other ever knowing.
We gain insight into their thoughts by way of subtitles. They plot and scheme ways to break the ice, without ever opening their mouths. And that quickly becomes the central conflict.
In a film set entirely within the confines of a lift, we follow two people who fall in love, without the other ever knowing.
We gain insight into their thoughts by way of subtitles. They plot and scheme ways to break the ice, without ever opening their mouths. And that quickly becomes the central conflict. Their overthinking holds them from acting on their desires.
The film is an intimate, and often awkward, look into two people paralysed by their own thoughts. And by the end, we wish nothing more than they’d “Step out of their head”
The campaign has been received with great excitement by its target audience. People are calling for a sequel, which is a rare request for an ad. The film was only allocated a media budget for Denmark and Norway, but has travelled much further on its own. As a result, the views on Facebook and YouTube have reached 22.5 million. 440.000 people have reacted to it, and shared it more than 187.000 times on facebook alone. The organic reach on Bianco’s own Facebook post amounts to 23%.
On YouTube, almost 50% of all the people exposed watched the 5 minute short-film to the very end.