Winner Effie - Sustained Success
e5, Fashion for an Ageless Generation

Challenge: e5 had a loyal but aging customer base; younger consumers were disengaged despite high awareness. The problem wasn’t product quality or value, but brand perception. The challenge: to reposition e5 with an emotionally resonant idea and build a true omnichannel ecosystem across 56 stores & e5.be.

Idea: Age is not a number, but about identity. This strong insight about the rise of a flat aged society brought us to a unique and strong brand strategy. e5 embraced ageless fashion to reconnect with loyal shoppers and attract a new, like-minded generation who shared the same value around quality, comfort and personal expression.

Result: Through a long term strategy, we helped (re)build e5 in order to close the gap between generations of shoppers. Together we made the brand relevant and profitable again and above all, future proof. This was not just a campaign, but a brand and business reinvention with lasting results.

Check out the Effie case below!