Briefing Create a new initiative to give the brand a new impulse.
Insight Linking Bugaboo to young fashion designers will place both the brand and the designers on the international fashion map.
Concept In 2003 Bugaboo was already enormously popular in the Netherlands. The brand’s image almost became a victim of its own success, as Bugaboo quickly grew into a huge hype. It needed to do something sincere – close to the brand core – to give a new impulse to the brand. And so Bugaboo by: was born. Bugaboo by: is a collaboration between Bugaboo, ...,staat and the Dutch Fashion Foundation. Dutch Design meets Dutch Fashion. Instead of connecting the brand to big names, Bugaboo strove to give young fashion designers the rare opportunity to put themselves in the international spotlight. The initiative still generates massive PR and enables Bugaboo to express itself in an authentic and inspiring way. Our contribution includes the creative concept, the campaign and a three-month gallery/guerrilla store.