100% and Vinted's Campaign Champions a Fresh way of Consuming, Embodying the "New to You" Experience

Apr. 30, 2025

In an era of constant change, 100% and Vinted have joined forces to launch a new campaign celebrating the endless potential of second-hand fashion. With an energetic, playful approach, the campaign breathes fresh life into Vinted’s mission - giving fashion and beyond a second, third, or even fourth chance to shine.

At its core is a powerful yet simple idea: New Again. Because fashion isn’t just about what’s new - it’s about what’s new to you. Through a series of films, the campaign captures real, relatable moments of people rediscovering fashion in a way that’s accessible, fun and embraces the use-repeat-use nature of second-hand items. It celebrates reinvention - with Vinted, everything can be New Again for someone.

The production was a masterclass in coordination made with multiple talents - 8 intense days of shooting, 32 characters, multiple homes, and uniquely crafted rooms.

Executive Producer Aemilia van Lent said:

“Managing this complexity was no small feat. We even had a separate crew handling performance videos led by 100% 's Nick van Tiem, shooting simultaneously with the main TVC team, creating what looked like a seamless, choreographed flow, with both teams moving in sync around each other”. 

 

Post-production was just as ambitious: 3 months of work, including 30 days of offline editing, 40 days of VFX, and 7 days of color grading. The result? 9 main films, 2 alternative edits, 12 performance cuts, and 8 TV/online formats - crafted from 360 shots and 408 final deliverables in 7 languages. With nearly 2,000 QuickTime exports and audio bounces, it was the post-production equivalent of a marathon… backwards… uphill… in the snow.