something about no limits

I'm currently working on some stuff for Lindex, in particular monitoring their current media activities for the No Limits-campaign. Fortunately for Lindex, at a first glance, the new collection is generally perceived with astonishment by prospected customers; Lindex brand image among the young, hip and trendy audience, 18-25 something, has over the past years been seriously infected - granny doomed, kind of. This time, however, they seem to have put all peas in the right pod in terms of trying to attract the younger influential audience. "They surprise", or "Lindex with edge" are among many more flattering comments that are thrown at the designers.

However, another obvious "trend" among bloggers who choose to report about the new "edgy" collection is also the choice of music backing-up the new TVC created by We Are Group. Tailormade for this particular campaign The You Know Who are closing-up to 3,000 views in just about 2 weeks on YouTube with their Puttin' on the Ritz-remix of the classic song (carrying the similar title). In the right environment songs can really (emotionally) boost the popularity of a brand - or vice versa. An interesting synergy.