As the first European denim brand, Mustang is one of the pioneers in the denim sector. Things have been quiet for the Künzelsau brand in recent years. With the start of the autumn/winter 2022 season, a new path will be taken, communication will be significantly intensified and the focus will be on the brand again.
The wild mustang as a freedom-loving horse is the DNA of the brand. Freedom has its own meaning for every human being. Personal, individual and independent of place and time. Due to the Covid pandemic and the associated restrictions, the desire for freedom is greater than ever. Mustang relies on the combination of freedom and zeitgeist and has developed a communicative bracket: MOMENTS OF TRUE FREEDOM
The brand has identified the right protagonists for four topics that come from the heart of the target group and asked them for their definition of freedom: under the topic TRUE RESONANCE shows the indie band Lea Porcelain from Berlin how they find true freedom in their creativity and music. With “Warsaw Street” they also deliver the campaign song, an indie anthem about Berlin, love and life.
For jewelry designer Lani Lees, self-love and acceptance are the keys to true freedom. This inspires her to her handicrafts – TRUE HANDCRAFT.
With TRUE LOVE singer-songwriter Wilhelmine and influencer Alexa show that true love is free of borders and conventions and is in harmony with nature and body.
For student and model Tim van Endert, freedom means having peace and time to recognize the essentials. TRUE ESSENCE he finds it in nature and with family and friends.
The stage for these “stories of true freedom” is provided by Berlin, a city that is itself a symbol of freedom and unity due to its history.
The strategic direction of the new campaign, which started on September 15, 2022, focuses on content. In order to become younger and more international as a brand and to fully exploit the potential, Mustang relies on the mixture of digital and out of home
in the media channels.