In Europe, Oilily was regarded as a children's wear brand. To shift this perception, we cast women who grew up with Oilily in the '80s and '90s — the heyday of the brand — to promote the SS16 women’s wear collection. A social media post drew thousands of responses, leading to 10 selected women — including actress Halina Reijn — for the Little Girls Grow Up-campaign. The impact was huge: two-thirds of hesitant retailers became official dealers, and sales rose 38%, including online.

Agency - gijsdekogel.com

Concept - Gijs de Kogel

Art & Copy - Gijs de Kogel

Production - Fieke van Woerkom

Photography - Marijke de Gruyter

Video - Anna-Marie Janssen

Styling - Linda Gümüs Gerritsen

Graphic design - Sascha van der Puyl

Catwalk production - Joanne Schouten

Women's wear design - Henk Goewie​