News // 4 News by Lukas Lindemann Rosinski
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.
12.07.2018 // show complete article
LLR Creative Director Arno Lindemann is supporting the jury at the GoSeeAWARDS again this year, and we are delighted to welcome the top creative to UPDATE in October. But until then, we present to you the new Sprinter campaign of the Hamburg-based creative agency.
Mercedes-Benz Vans and the advertising agency Lukas Lindemann Rosinski demonstrate how target group-relevant communication with individual storytelling works with the "100% for You" campaign and the launch of the third-generation Sprinter. And whether you like cats or not, the new films by Director Alexander Bach are fun for everyone...
The topic is the versatility of the new van. In preparation, Mercedes-Benz Vans delivered the target group segmentation of a thoroughly heterogeneous customer base, from which six personas were derived. "The Sprinter is a clash of diverse industries with multifaceted needs. That's why it's important that we not only talk about how versatile the Sprinter is but also indicate real relevance for customers. With features and functions that make the difference in their everyday lives. With the campaign '100% for You', we perfectly make this point," says Sonja Schneemann, Head of Marketing Communication & Operations at Mercedes-Benz Vans.
Tailored to the individual interests of the target group personas, the Hamburg creatives from LLR designed content with different approaches. The campaign's strength is content at peer level of personal relevance. Told in striking text charts and fast-paced images is a succinct story, which can be adapted depending on the scenario, without losing its narrative core.
Accompanying the campaign, eleven motifs (photography: Oliver Paffrath, Kindly Productions) stage the thematic focus and target-group features of the new Sprinter. In the urban settings surrounding the transporter, simple infographics are harmoniously blended into the motifs. The integrated campaign is extended with further CRM measures and communication at the POS.
Responsible from Lukas Lindemann Rosinski: Arno Lindemann (Managing Director Creation), Carsten Jamrow (Executive Creative Director Digital), Simon Cazzanelli (Senior Text), Arnt Christmann (Senior Art), Viktoria Heisig (Art Director), Sina Rollfing (Account Director), Thorben Weide (Management Supervisor), Anna Lübker (Senior Project Manager).
05.06.2018 // show complete article
Lukas Lindemann Rosinski rings in the next round for the V-class campaign for Mercedes-Benz Vans and demonstrates with lots of humor that a weekend with the family does not necessarily have anything to do with rest and relaxation. “Hards falls, painful football checks, belly flops while kite surfing, face to face with a wild bear – whoever plunges into a weekend adventure with the V-class has to count on a lot happening. But for those with three or more kids, something like that can quickly seem like a normal weekend. That's the drift of the new campaign for Mercedes-Benz Vans, which tells the story of a turbulent weekend outing with the family true to the claim “Fully packed with life...” the agency tells us about the campaign.
Heart of the spot “Something Relaxing”: Dad Neumann is asked about how his weekend was by his boss in the elevator Monday morning. A flashback takes us with rapid cuts through an adventurous blast of fireworks, but back in the elevator, the father answers almost as if nothing happened: “Oh, something relaxing with the family”.
The V-Class is the perfect van for everyday life and spontaneous weekend trips. Driving pleasure, lots of space and clever features make it the perfect companion for adventures that are never boring and an exciting life.
The spot was produced by Tony Petersen Film in Hamburg and was directed by Thomas Garber. It is accompanied (TV, cinema, online) by print ads and a digital mix focusing on the active lifestyle of young families. The campaign starts in March in Germany and Switzerland.
15.03.2017 // show complete article