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30 markets campaign


Comfort My Way


A client once asked us during a presentation, ‘Can everyone in your agency sing?’ We like to use music in our campaigns. It brings people together. That was the combination that proved key when we created the I Want It My Way campaign.

Our task was to reach women of different ages in 30 European markets, to present the new brand collection: SS22.


We harnessed the power of music and nostalgia, choosing as our theme song a massive hit that for years has been bringing together women around the world, I Want It That Way by Backstreet Boys.


We wrote a modern arrangement and dedicated lyrics and engaged singing influencers in 4 markets: Joanna Koroniewska (Poland), Josie Gibson (UK), Mandy Capristo (Germany) and Giorgia Lucini (Italy).

That’s how we created a song about the independence and strength of women.

It was time for the music video. We travelled to beautiful places across Europe and created a visually meticulous video. We brought back many exciting stories and video footage we were confident was high quality – and quite rightly so.

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The campaign had a visible impact on sales

Compared to the period before the pandemic slump, Triumph saw a 15% increase in retail (Apr 19 vs Apr 22). 

Three numbers to describe the campaign

  • 30

    where the campaign ran simultaneously
  • 15 %
    increase in sales

    from 2020
  • 130 %
    increase in sales

    of the top worn by Joanna Koroniewska in the video