Bianco - "The Lift"

&Co. / NoA

&Co. / NoA København K, Denmark

Awards

15585

Brand: Bianco
Country: Denmark

Advertiser: Bianco

Title	The Lift
Brief	Overthinking has taken hold of our heads. We analyse, ruminate and fret. Footwear brand Bianco wanted to challenge this trend, hence its campaign “Step out of your head”. In the short film at the core of the campaign, a man and a woman regularly find themselves standing together in the lift at their work building. But while their subtitled thoughts reveal that they are deeply attracted to one another, they never say a thing. Their "overthinking" leads to a tragic ending, as the woman steps out of the man's life forever. If only they'd stepped out of their heads instead.
Agency	&Co. / NoA
Campaign	Step out of Your Head
Advertiser	Bianco
Brand	Bianco
Date of First Broadcast/Publication	2019 / 3
Business Sector	Women's Shoes
Tagline	Step out of Your Head
Story	Without dialogue, set in one location, and with a runtime of almost 5 minutes, Bianco tells the greatest love story that almost was. Two people fall in love without the other ever knowing. The only thing that keeps them apart is their overthinking. - What if? What could have been? These the questions bug our minds constantly. Overthinking has taken hold of our brains. Bianco footwear would like you to silence your worst critic - yourself. And Step out of Your Head.
Philosophy	In a film set entirely within the confines of a lift, we follow two people who fall in love in each other, 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, portrait of thoughts standing in the way of moving ahead. With a nearly 5-minute-long hero video as the absolute centerpiece, this campaign was set to engage emotionally through social media, supplied by a few magazine ads and in-store materials.
Problem	Affordable footwear makes up a rather bland category in Denmark. But that’s no place for Bianco shoes who have always insisted on standing out through socially relevant ads. The objective was to create an awareness campaign that would emotionally resonate by offering a new insight into people’s lives, and this way increase consideration rate. During our initial research, we found that most people tend to overthink situations to such a degree that it holds them back in life. We analyse, ruminate, and think the same thoughts on repeat. Bianco wanted to challenge this trend, as it has more than likely been fueled, in part, by the fashion industry
Result	Rarely do people call for a sequel to an ad, but in this case they did. The hero film was only allocated a media budget for Denmark and Norway, but it managed to travel much further on its own. - 16.9 million video views on Facebook and YouTube (50% stayed all 5 minutes)- 430,000 reactions- Shared more than 180,000 times on Facebook alone- Organic reach on Bianco’s own Facebook posts amounted to 23%
Media Type	Web Film
Length	294 seconds
Soundtrack	10db
More Information	stepoutofyourhead.com
Agency Producer	Anne-Mette Lund
Production Company Producer	Maria Louise Ottesen
Editor	Carla Luffe
Creative Director	Thomas Hoffmann
Copywriter	Mathias Trads
Art Director	Lea Flodgaard
Art Director	Anna Katrine Winblad
Production Company	New Land
Director	Daniel Kragh-Jacobsen
Director of Photography (DOP)	Jasper Spanning