News // 1 News by Rolf Buck
‘Always Fresh On the Go’ – young and modern is the look with which MediaCom together with [m]STUDIO – The Relevance Company staged the brand AIRWAVES of client Mars Wrigley in an urban lifestyle campaign which started on 15 October, 2021. The focus is on the release of an AIRWAVES sock collection, which in cooperation with the start-up Snocks, addresses a young target group as a fashion statement in the colors of the AIRWAVES flavors and a limited edition of 5,000 pairs.
The ultimate eye-catcher, of course, are the creative campaign motifs by photographer-of-the-minute, Pascal KEROUCHE c/o BIRGIT STÖVER ARTISTS, at a fictional and stylized AIRWAVES Kiosk specially designed by [m]STUDIO. Set design was taken care of by GoSee Member Rolf Buck with styling by Saskia Jung (light design : Thorben Winkler,videography : Daniel Prieß).
The motifs are appearing as posts and video ads on Instagram, Facebook, in media cooperations with Highsnobiety and Hiphop.de, as well as on the own channels of AIRWAVES and Snocks. The campaign kicks off with an urban PR event in Berlin-Mitte with pumping live hip hop beats by the Berlin DJ scene, well-known personalities and influencers from the sneaker scene and, or course, an exhibition of the stylish campaign photos by Pascal Kerouche.
“This brand campaign for AIRWAVES is the logical continuation of our campaign from last year ‘The Freshest Gum On the Block’, for which the pop phenomenon of hip hip culture was the silver platter we served it on. This time was even more about the crossover between urban lifestyle and stylized fashion culture, with which the brand is positively charged particularly among young consumers,” says Frank Olma, Creative Director at [m]STUDIO.
“The young generation has extremely high expectations when it comes to advertising. Which is why we try to build relevance for our brands with fresh approaches using topics of youth culture,” says Christoph Weber, Marketing Director of Gum & Media at Mars Wrigley. “In our new Airwaves campaign, we succeed in doing so in a targeted manner by addressing the young target group with a consistently fresh and modern message. We adopt their passion for urban fashion and lifestyle and stage it with relevant multipliers.”
Credits MediaCom: Director Media Consulting: Saskia Düxmann / Senior Media Consultant: Sabrina Fauszt; Credits [m]STUDIO: Creative Director: Frank Olma, Art Director: Arne Jansen & Sharon Cronin, Copywriter: Eric Braunbart, Director Production: Caleb Ortega, Producer: Julia Wiedmann, Director & Senior Consultant Strategy: Jörg Kuhnle, Leo Caspar Anthony, Senior Consultant Influencer Marketing & Consultant Influencer Marketing: Kevin Jüngling, Marie-Christine Pomp, Senior Consultant Live Communication & Account Manager: Dominique Lisa Rottschaefer, Lukas Plaumann & Sandra Emmerich.
15.10.2021 show complete article