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Napapijri

Napapijri 4 Seasons

Music-led brand activation rejuvenating an iconic outdoor brand.

Brief
Reveal the lifestyle coolness of the brand to a young urban crowd.

Concept
A revamp of Vivaldi’s world-famous the four seasons

We tapped into the young urban’s intrinsic interest – discovering new music – while honouring the brand’s mission: ‘bring nature to the city’. We invited 4 cutting-edge urban producers to each remake a season of world-famous concerto The Four Seasons by Antonio Vivaldi.

Collabs

4 leading artists from different music genres, based in the brand’s focus markets: Raleigh Ritchie (London), Jan Blomqvist (Berlin), Sharon Doorson (Amsterdam) and Tokimonsta (LA). Every artist was an authentic match with both the brand and the project.

Zalando, key lifestyle account for the brand.

“It’s not very often you get these opportunities to recreate, reinterpret or remix classical music. I grew up playing classical piano and Vivaldi is one of my favorite composers.”

-TOKiMONSTA

Touchpoints

Online trailer video to kickstart the project.

New IP : Four brand new tracks released online.

World premiere of Napapijri 4 Seasons in a multisensory installation at Zalando Bread && Butter, livestreamed globally.

Capsule collection sold exclusively at Zalando.

Backstories in lifestyle media about artists, tracks and capsule collection.

Retail activation.

Results

32 mio campaign views.

Highest engagement rates ever on Napapijri’s owned channels (avg of 800).

Global brand interest young urban target group +54%.

Online sales uplift of iconic Rainforest jacket +85%.