A well-known Queen song, a very stylish music video and a so cool attitude. Serviceplan Campaign X’s campaign for men’s fashion brand, Strellson, achieved 98 million media impressions and a 43% increase in brand awareness.
Fashion advertising has been getting a (much needed) shake-up in the last year or so (no more dreamy unfathomable “stories”) and Serviceplan Campaign X’s idea to connect an attitude to a collection turned out to be a winner for the Strellson Autumn/ Winter 2016.
The agency, that began as a division of Serviceplan in January 2015 and became an independent creative agency in July 2016, collaborated with producer, singer and songwriter, MNEK, and German directors, Wolf & Lamm to make the campaign film, Make Yourself Unstoppable. The film is a branded music video for MNEK’s cover of Queen’s 1978 hit, Don’t Stop Me Now.
The English singer/songwriter has previously worked with global artists such as Beyoncé, Rudimental and Kylie Minogue.
The agency launched the video on the anniversary of Freddie Mercury’s 70th birthday.
The surreal film was given the edginess it needed to cut through in both fashion and music culture with stunning direction by Wolf & Lamm (Joffrey Jans and Kai Kurve), and super-slick production by Wanda and Neverest. The brand message, Make Yourself Unstoppable, shows a very smart understanding of what millennials want now.
Serviceplan Campaign X’s managing directors Christina Antes (consulting) and Hans-Peter Sporer (creation) spearheaded the creation of the idea by their team.
MNEK’s cover of Don’t Stop Me Now was released officially on all major streaming platforms.
The film was accompanied by an aggressive social media campaign and print ads in leading fashion magazines.
This is the campaign’s story:
