Mustang, the first European denim brand, has significantly rejuvenated itself in the last year with a new brand and communication strategy. This attracted a lot of attention from both the target group and the industry. At this year’s German Brand Awards, the company received two awards in the categories “Brand Revival of the Year” and “Brand Strategy – B2C”. Especially among the younger target group, the denim pioneer was able to increase awareness and sympathy significantly. Mustang CEO Andreas Baur: “For us, this is great confirmation that we are on the right track with our brand. With a brand image that has successfully transferred our freedom-loving Mustang into the 21st century. And with communication that resonates with our target group because it is genuine and authentic.”
Mustang presents: TRUE FREEDOM ON THE ROAD
With its new campaign, starting September 14, the brand stays true to its identity and focuses on authentic characters and freedom. Freedom is in Mustang’s DNA. We experience true freedom when we leave our comfort zone and travel. Get to know new cultures, broaden your own horizons, stop independently or just let us drift. In the campaign, Mustang accompanies artists, musicians, vanlifers – people who travel the world and live their own definition of freedom.
Authentic Characters
“People are interested in people and their stories,” says Marketing Director Ronald Kloiber. “Our characters are not classic content creators. They share authentic and personal content from their travels. Content that doesn’t get scrolled because it interests and inspires our audience.”
The protagonists
“We are a bit proud that we were able to win Uschi Obermaier as the protagonist for our campaign,” says Ronald Kloiber. “As an icon of the wild ’68ers, she embodies the spirit of a generation that wanted freedom and change. Just like the young generation today, who are taking to the streets again for their values.”
Uschi Obermaier @obermaier.uschi
Member of the legendary Berlin Kommune I and advocate of the sexual revolution. Muse for Mick Jagger, Jimi Hendrix and many other artists. World travelers who have long since arrived at themselves. In a self-determined life, independent of social expectations.
“True freedom for me is when I can get up in the morning and decide what I want to do with the rest of the day. Without compromises. For me, freedom also means that you can change your mind at any time.”
Frederico @frederico_music
Frederico accompanies Lena Meyer-Landrut as live drummer and has over 150,000 listeners with his indie EDM soundinside on Spotify. On his many travels he creates with artistshis own personal soundtrack on site. He finds true freedom out and about in nature.
“Sometimes I feel empty. What I need then is nature, my music equipment and a backpack. A trip on my bike – just me and the road.”
Melinda and Dawid @melindaunddawid
The couple is at home on the road and travels around the world in their van. This is not a permanent holiday, but everyday life for them, which they work on for their coffee shop, on vegan recipes and books.
Melinda: “For me, freedom means not waiting for the weekend, but loving and appreciating everyday life as it is.”
Dawid: “Being able to move without restrictions – that is freedom for me. The foundation upon which we build our lives.”
David Helmut and Lena Meckel
@davidhelmut David is an award-winning director and screenwriter. Whether it’s the sitcom Wrong, the short film Pestana, or commercials for big brands, David tells stories in his own personal way.
@lenameckel Lena is a successful actress and has starred in series such as Wrong-uncensored, Soko Leipzig, Die Bergretter, Inga Lindström and many more. with. She also works as a model and dedicates herself to DIY projects around the house and garden.
The two love to discover new surfing hotspots with their van.
“For us, true freedom is being able to make our own decisions, to develop further and to shape the future according to personal ideas.”
The media mix
Mustang focuses on the channels that are relevant to the brand and target audience: digital and out-of-home. The content campaign with its powerful visual stories was specially designed for social media. OOH ensures that the denim brand is also visible “on the road”.
Support from partners and service providers
Photographer Mike Meyer captured the authentic and very personal moments of freedom when traveling for Mustang. Mike Meyer works for international magazines and brands and also devotes himself to artist photography. His motto: Life is a journey.
The creative conception of the campaign took place in-house. Mustang was supported by its agency ODALINE during the development process of the campaign and the media strategy. The film and video production was taken over by Steffen Boseckert from mindcore productions. The honeybyte agency is responsible for the digital media placement. In collaboration with inSocial Media, the #mustangtrueteam will extend the campaign with organic posts on social media. The team includes influencers and content creators who share with us what true freedom means to them and what life on the road looks like.