No other city in the world embodies casual lifestyle more than Los Angeles. Uninhibitedness, self-determination and the pursuit of freedom – precisely the motto of this year's Fall/Winter campaign shoot for MUSTANG #MUSTANGmansion2018. "We captured in vivid imagery how friends go wild together, and our own MUSTANG song "Where Do We Go From Here" provided the right atmosphere, which was produced by American indie band The Great Escape for our campaign," says MUSTANG.
In January of this year, Hamburg-based agency Lukas Lindemann Rosinski already won over denim brand MUSTANG. After a strategy phase, they created a large-scale content campaign for which the agency has launched a new brand platform with the client under the hashtag #MUSTANGmansion.
The agency, the client, production and target group all came together for one week in a mansion and lived there under one roof. Everyone wore the new collection from the denim brand, and everything was captured on film and photos. The material was then used to create the advertising material for all channels – both online or offline in stores.
"This new kind of content production is only possible with a small, flexible team. Everyone involved is responsible for several roles or tasks. We were all protagonists, photographers, producers and filmmakers at the same time." says Arno Lindemann, CCO at LLR and the creative responsible for the MUSTANG brand.
Plus, friends from L.A. band The Great Escape were invited to the mansion who produced and performed a new song especially for MUSTANG: 'Where do we go from here' was also launched on Spotify for the start of the campaign on 30 June. “The cinematic result from the mansion is thus a kind of music-making-of-collection-image-video-clip,” Arno adds.
Created in California over the course of only a few days were nearly 86,000 photos and several hours of footage. They were now used for all ads, moving image formats, banners, social media ads, cinemagraphs, newsletters, brochures and POS posters for the 39 stores and 51 outlets in Europe. The next MUSTANG Mansion for the Spring/Summer 2019 collection is already being planned.
But until that's ready, you have the chance to inspire Creative Director Arno Lindemann with your artwork who continues to support the GoSeeAWARDS this year and looks forward to unusual spreads and projects by photographers and creatives. So meet him in person at UPDATE18 in Berlin.
