Monday 5 September 2016

Make Yourself Unstoppable - Campaign by Strellson


Strellson Fall/Winter 2016/17 campaign 

The Strellson brand launched its new campaign on a specially chosen date: 5 September, Freddie Mercury's 70th birthday. And not without reason, for at its centre is a music video of the world-famous Queen song “Don’t Stop Me Now” in an exclusive cover version. It tells the story of a man in Strellson attire forging a path through a fantasy world with unstoppable self-assurance.

As a brand, Strellson too is forging a new path: for the first time, the company is opting for a purely digital media strategy, and employing an unusual campaign concept for the fashion sector – a music video.

“Strellson is venturing to turn the tables in terms of marketing strategy. Up to now, it was the photographer who was responsible for executing the campaigns; now the film director is c entre - stage. It's his job to communicate the central idea of the campaign. The photographer is relegated to the background, capturing only moments in time”, says Mehmet Arici, Marketing Director Strellson.

The concept was devised by the advertising agency Serviceplan Campaign X; direction is by the Berlin - based duo Wolf & Lamm, famous for their national and international music videos, along with numerous fashion and promotional films. The Berliners use original narrative mechanisms and a fresh, sexy look to create artistic films in tune with the zeitgeist. The clip stars Blake Schaefering. The American - born model has previously worked for labels like Tom Ford, Chanel, Dior Homme, Yves Saint Laurent and Mulberry.

The fashion industry is facing a new generation of men: men who follow their own impulses and dare to be different. Men whose lives are rooted in the digital world. The aim of the digital campaign is to connect with this target group via relevant and entertaining content.

The world-famous song “Don’t Stop Me Now” perfectly encapsulates the spirit of the brand. Released in 1978 on the Queen album “Jazz”, with words and music by Freddie Mercury, it is also a fitting tribute to the artist himself, who would have been 70 on 5 September. The cover was recorded exclusively for Strellson with a modern twist by London-born singer, songwriter and star producer MNEK, who has previously worked for artists such as Kylie Minogue, Rudimental and Beyoncé.

Strellson Fall/Winter 2016/17 Campaign 
Directed by Wolf & Lamm (Joffrey Jans and Kai Kurve)
Director of photography Phillip Kaminiak
Style by Jelena Schneider
Still Photography by Tobias Schult
Filmed at NU Boyana Film Studios
Main role / model by Blake Schaefering

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