STRELLSON: MAKE YOURSELF UNSTOPPABLE

ClientSTRELLSON
Category A03. Online: Fiction & Non-Fiction
TitleSTRELLSON: MAKE YOURSELF UNSTOPPABLE
Product/ServiceSTRELLSON
Entrant SERVICEPLAN Munich, GERMANY
Idea Creation SERVICEPLAN Munich, GERMANY
Media Placement MEC GERMANY Munich, GERMANY
Production WANDA GERMANY GMBH Hamburg, GERMANY
Production 2 NEVEREST Munich, GERMANY
Additional Company SPARK London, UNITED KINGDOM
Additional Company 2 NHB Berlin, GERMANY
Additional Company 3 MAJOR TOM MUSIC COMPANY London, UNITED KINGDOM
Credits
Name Company Position
Alexander Schill Serviceplan Global Chief Creative Officer
Hans-Peter Sporer Serviceplan Creative Managing Director
Katrin Eberbach Serviceplan Management Supervisor
Katharina Keith Serviceplan Creative Director Text
Nicolas Klein Serviceplan Art Director
Julian Rinnewitz Serviceplan Account Manager
Florian Daldrup Serviceplan Copywriter
Kornelia Szatko Serviceplan Copywriter
Maik A. Schmidt Neverest Executive Producer
Alexandra Junginger Neverest Production Assistant
Matthias Harbeck Serviceplan Executive Creative Director
Joffrey Jans Wolf&Lamm Director
Kai Kurve Wolf&Lamm Director
Phillip Kaminiak Wolf&Lamm Director of Photography
Mandy Kothe Wanda Germany Executive Producer
Jens Groeger Wanda Germany Producer
Alex Momchev Solent Film Producer
Emil Rangelov Solent Film Producer
Chris Faber Freelancer CGI Artist
Pana Agueta nhb Colorist
Michael Timmers Freelancer Editor
Stephan Tietz nhb Senior Compositing Artist
Tim Tibor nhb Executive Producer / Post Producer
Matthias Bauss Spark Entertainment MUSIC CONSULTANT Managing Director
Kathrin Heinemann Spark Entertainment MUSIC CONSULTANT Account Director
MNEK Freelancer Artist
Tobias Schult Tobias Schult Photography Photographer
Bernd Norbert Wuertz Freelancer Sound Design

The Campaign

Strellson encourages men to follow their inner drive and to go their own way. That’s why the world-famous Queen song “Don’t Stop Me Now”, in an exclusive cover version by star producer MNEK, became our anthem in the new campaign. The lyrics perfectly encapsulate the spirit of the brand and the captivating execution makes the music video literally unstoppable. It tells the story of a confident man in a Strellson suit who is on a spectacular journey through a bizarre world. He continues steadfastly on his way – true to the motto “Make yourself unstoppable”. The film communicates that Strellson’s high-end premium suits and a confident style give men support and composure in every situation.

Creative Execution

After selective prelistening, we asked the British singer-songwriter and star producer MNEK to cover Queen’s popular track entitled ‘Don’t Stop Me Now’. The modern, catchy take on the rock classic became the video’s theme song. The shooting lasted a week and took place in a film city in Sofia. The challenge was to translate the message “Make yourself unstoppable” into a literally unstoppable film. Elaborate set constructions, numerous extras and props in rapidly changing settings create the impression of various storylines. Strellson launched its new campaign on a specially chosen date: 5 September, Freddie Mercury's 70th birthday. The film was spread on the social media channels Facebook, Instagram and on YouTube and in fashion and trend blogs that are relevant for our target group.

Within the first weeks, the successful film got more than 13 million views on social media platforms like Facebook, YouTube, Instagram. Strellson gained 43% more followers and generated over 98 million media impressions worldwide. The modern, fresh take on the original song received lots of positive response. After numerous requests, Strellson releases MNEK’s cover version of the song officially on Spotify in October.

Strellson encourages men to follow their inner drive and to go their own way. For the first time, the company draws attention to its brand message with an online music video. It is a tribute to Freddie Mercury and, even more, a tribute to all men.

Strellson makes premium fashion for passionate men who go their own way. Men who are constantly reinventing themselves. Men who are always up for something new. Regarding these values, we framed the new brand core: “Never stop beginning”. The lyrics of Queen’s “Don’t stop me now” as well as its dynamics perfectly match the spirit of the brand. By using the famous song, we translated the strategic concept into an engaging anthem that inspires men to follow their own path, come what may. In order to attract more attention and to pay tribute to Queen’s front man, Strellson launched its new campaign on a specially chosen date: 5 September, Freddie Mercury's 70th birthday.