itson leaves ‘an other kind of footprint’ with Fightclub.

No nonsense, no pretence. A daily, green battery: it doesn’t exist yet. One developed with a heart for the planet on the other hand, does - thanks to the game-changing battery brand itson. After winning the international pitch, Fightclub set out the strategic framework. The much younger, urban target audience is averse to fluffy talk and chooses consciously and continuously for brands that choose in their core: for a sustainable vision that sees and reaches further than just tomorrow. Because solely this way, you’ll leave the least polluting footprint yourself.

‘An other kind of footprint’ builds on this aspiration and broadens its – up until now mostly negative or heavy - societal meaning. The campaign inspires with the positive imprints one can leave onto this world. Or better: the proof you can leave something or someone better than how you met them.

A complete digital funnel, supporting on an emotional peer-to-peer layer. This came to the fore in the branded campaign videos and approached the target audience in a thoughtful way. A second phase was characterized by sustainable as well as functional key benefits - translated into consideration and conversion ads - that pit the brand against its competitors. Fightclub and itson launched ‘An other kind of footprint’ in Germany, France, the UK, and Poland.

CREDITS

Client: itson
​​Client contact: Silvia Scheers, Izabela Blaszczyk-Janicka & Maciej Kwiatkowski
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​​Agency: Fightclub
​​MD Fightclub: Dennis Kenis
​Head of Creative Services: Kim Devos
​​Account Manager: Gwen Reynaert, Joanne Cols
​Account Executive: Jacob Reheul
​Creative Director: Stijn Pauwels
​​Design/art Direction: Noortje Lenaerts, Samuel Allemand
​Creative Concept & Copywriter: Carmen Van Buggenhout
​Social Consultant: Basel Alakkad
​SEA Consultant: Randy De Klerck, Tobias Versmissen

Producers (Hamlet): Pim Verhaert, Basile van der Straten & Mathias Kerner
​Director: Horace Martins
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About Advanced Power Solutions (APS)

Advanced Power Solutions is a producer of high-quality batteries. Their mission is to provide easy, safe, and sustainable mobile energy solutions, creating a powerhouse of brands that enhance consumers' daily lives, with a strong emphasis on environmentally friendly production. APS has powerful battery brands under its wings: Panasonic, eneloop, Blaupunkt, and itson, each with its own focus and diverse product range. ​
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About Fightclub

A fascinating combination of creativity and measurable success, that's Fightclub. Smart and witty, clever and wise. Humour and depth, and everything in between. As an agency, that makes us truly unique. We combine strategic thinking with top creative talent to put our shoulders to the wheel on digital ads, witty content and punishing campaigns, which have the power to make everything stop for a moment. Fightclub, for brands that want to be brave and challenging. Discover us at www.fightclub.be.
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About Customer Collective

Customer Collective is an ecosystem made up of several entities. The marketing group supports companies to achieve rapid growth through a driven focus on their customers. The group concentrates on five pillars that are also prerequisites for successful commercial transformation: customer strategy, branding & performance, digital acceleration, data and technology. Since 2021, Customer Collective has been joining forces with The House of Marketing, Dignify, Upthrust, Fightclub, Sales X and addData for this purpose. Unlike other ecosystems in the European market, the companies work closely together: profiles with complementary expertise and skills are selected for each project to generate as much impact as possible. Customer Collective is backed by Down2Earth Capital and Quanteus Group. The group has more than 400 employees in Belgium, the Netherlands and Germany. More info at www.customercollective.eu.