part of knowit


Brand Activation
Brand Experience Design
Charlotte Pedersen

BESTSELLER asked 1508 to help them attract the best and brightest minds across their core business areas and talent programs. First step was to activate BESTSELLER’s Global People Promise Own it – second step was to spread the word about their two ambitious trainee programs for international and national candidates.

Show us how we Own it

After months of research and groundwork, BESTSELLER encapsulated that effort in a new Global People Promise: Own It. BESTSELLER then needed to activate Own it. The essence of Own it was written down on paper – but it also needed to take up space in the digital sphere to let the world know that, if you take responsibility and own your career at BESTSELLER, the sky is the limit.

BESTSELLER asked 1508 Aarhus to activate Own it across 7 brand videos – 1 hero video and 6 videos for every core function: Retail, Design, Logistics, Buying, Tech, and Sales. Simultaneously, BESTSELLER wanted us to express Own it across employee portraits and situations, copywriting for website and social media campaigns.

The activation of Own it became a vibrant, fast-paced, yet inviting video concept that mixes abstract imagery, realistic work situations, BESTSELLER employees and personal phone recordings to represent the essence of Own it.

All scripts were written to capture the go-getter attitude and the dynamic, ambitious essence of the BESTSELLER Global People Promise.

The start of an adventure

BESTSELLER not only wants to attract employees from the established workforce – they also wanted to attract young, aspiring talents from all over the world.

For their two ambitious trainee programs, BESTSELLER needed two employer branding videos to communicate what each program has to offer to potential candidates in an honest way that also reflects the career at an international fashion company.

For many candidates, the opportunity to be a trainee at BESTSELLER is the start of a completely new adventure.
They leave their homeland to pursue career opportunities abroad, and that’s a significant and life-changing decision. Therefore, BESTSELLER wanted to provide an open and honest insight into the life and career journey as a trainee with BESTSELLER.

So, the million-dollar question is: How do you attract the most ambitious young professionals to start their next career adventure at BESTSELLER?

Anything but a traditional corporate campaign

Inspired by interviews with current and former BESTSELLER trainees, we made two different, and yet familiar, videos that reflect real experiences and emotions around the trainee programs.

Where the visual side of both videos is fairly similar, two completely different takes on the voice overs highlight the individual strengths of each program. ‘One champions the real voices of the trainees, while the other uses rhyme schemes through spoken words – all done to strike a balance between the familiarities and unique features of both trainee programs.

Both videos aim to make the filmic expression and narrative as authentic and real as possible, and significantly differ from the norms of traditional corporate campaigns.


Production: M2 Film and Bacon Productions
Photography: Tinna Emmertsen


Own it won silver at Cannes Corporate Media & TV Awards in the category Human Resources. The award was given for crystal clear messaging, great showcasing of brand image, and stellar technical execution.

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