Outerwear brand Napapijri asked First Day of Spring to help connect the brand to a culturally influential, young urban audience. We created Napapijri 4 Seasons, a campaign telling the brand story through music, with a remake of Antonio Vivaldi’s world-famous The Four Seasons. Our strategy was to tap into the young urban target group’s intrinsic interest – discovering new music – while honouring the brand’s mission: ‘bring nature to the city’.
We invited four leading artists from different music genres connected to four different urban sub cultures to each remake a season in Vivaldi’s music piece. Every artist was an authentic match with both the brand and the project. Tokimonsta, one of the artists said, “It’s not very often you get these opportunities to recreate, reinterpret or remix classical music. I grew up playing classical piano and Vivaldi’s one of my favourite composers.”
The resulting tracks premiered at Bread & Butter Berlin in a multisensory live show, livestreamed on Napapijri’s social media channels and covered by media including Hypebeast, Dazed, VICE, HighSnobiety.
“Outerwear brand Napapijri fell off our fashion radar, but succeeded to put itself back on the map as urban fashion label.”
- During the campaign period Zalando sales of the brand were up 85%
- Global brand interest increased 54%
- The campaign received 29m earned impressions
- Tokimonsta (Los Angeles)
- Sharon Doorson (Amsterdam)
- Raleigh Ritchie (London)
- Jan Blomqvist (Berlin)
- Zalando / Bread and Butter