New summer campaign by bonprix: Fashion brand emotionally showcases moments of happiness

“New Deal. New Happiness.” – Under this slogan, bonprix kicks off the summer season 2025 with an attention-grabbing cross-media campaign centered around weekly top deals. At the heart of the four-week media campaign (8 May to 4 June) are small moments of happiness from everyday life, just as everyone knows and loves. These are connected with the special feeling of getting a fashion piece at a surprisingly low price. bonprix strikes a chord with customers and underscores its positioning as a strong, European value-for-money fashion brand. Another highlight during the campaign period is a celebrity collaboration with TV star Motsi Mabuse.   

“With the campaign, we are translating our brand promise into a powerful, emotional image,” emphasises Lars Gerber, Vice President Brand & Content Direction at bonprix. “The concept of ‘Moments of Happiness’ presents our so-called Top Deals and showcases what bonprix stands for: diverse fashion at a fair price.” The heart of the campaign are the weekly changing fashion highlights, which are available online at particularly attractive prices for a limited time. 

Atmospheric campaign production: staging of summer trend fashion and snapshots in an analogue look 

The campaign images create a longing for the fashion summer and focus on the it-pieces from the current bonprix collection. Dresses play the leading role in this regard. For bonprix, these generally represent the strongest category in womenswear. In 2024 alone, a bonprix dress was ordered every two seconds in Europe on average. Therefore, the summer campaign showcases a modern off-shoulder dress, a high-summer mini dress made from organic cotton, and a feminine volume dress, representing the diversity of this successful category. An additional campaign highlight is a high-quality broderie anglaise blouse with lace embroidery. 

A large portion of the campaign assets was photographed in analogue to achieve spontaneous, vibrant snapshots rather than digital perfection. This visual approach aims to translate customers’ desire for authenticity and create a special closeness. The holiday atmosphere of the motifs conveys ease and joie de vivre. Spontaneous, familiar feel-good moments among friends are showcased, combined with the message “Let happiness find you – with bonprix’s Top Deal.” This way, sought-after fashion at a top price merges with a positively charged brand world. 

Moments of happiness on all channels: weekly new storytelling and celebrity collaboration with TV star Motsi Mabuse 

The campaign rollout takes place in Germany and Switzerland across multiple media channels including TV, streaming services, (Digital) Out-of-Home, social media, display ads, and influencer activations. For four weeks, a new highlight product will be staged each week, resulting in over 800 campaign assets being created during post-production for the various channels. “Our aim is to implement a campaign concept that inspires, activates, and remains approachable,” explains Ellen Lassalle, Teamlead Brand Marketing at bonprix. “Moments of happiness translate the theme of price into an emotionally tangible experience – they evoke joy for good deals and have proven to be genuine triggers for curiosity and purchasing impulses in pre-tests.” A qualitative market research study by bonprix had previously confirmed the high relevance and emotional impact of the campaign idea. 

As an additional action with prominent visibility, bonprix is collaborating with celebrity Motsi Mabuse during the campaign period. The dancer, choreographer, and presenter, known from the TV format “Let’s Dance” (RTL), will showcase her favourite styles from bonprix in a video, which will be promoted on social media and the webshop starting mid-May. “Motsi represents joie de vivre, self-confidence, diversity, and enthusiasm – values that are central to our brand. We are very much looking forward to this collaboration,” comments Ellen Lassalle. 

Awarded: Value for money with top ranking 

The new campaign specifically highlights what bonprix stands for: a brand that customers trust, offering popular fashion at fair prices. The fact that bonprix excels in value for money is also confirmed by the current “Top Value for Money 2025” seal from Handelsblatt, based on a comparison of 39 fashion retailers in Germany conducted by the market research institute YouGov, placing bonprix among the top 5. 

Responsible for the implementation of the bonprix summer campaign “New Deal. New Happiness.” are the agencies WongDoody (moving image), INK (photography), TRO (music and sound), and Mediaplus (media). The director is Adam Munnings, known for artistically influenced fashion campaigns, short films, and music videos. Jonas Kolahdoozan is the Director of Photography, with photography by Mick de Lint.