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We positioned Bestseller stores as a true safety bubble as they were powered by then-new innovations like the Corona Guard (eliminating 99.9% of germs in closed spaces) and the UV-C wardrobe (sanitising clothes before and after trials).

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The creative hook for this spec campaign: 

There are only a few places safer than our stores.

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We brought it alive through visual metaphors of ultimate protection and carried the message across store touchpoints.