Title | EPIC DENIM |
Brand | MUSTANG |
Product/Service | JEANS |
Category |
A02. FLYERS, TICKETS, INVITATIONS, POSTCARDS, CHRISTMAS AND OTHER GREETINGS CARDS |
Entrant Company
|
KOLLE REBBE Hamburg, GERMANY
|
Advertising Agency
|
KOLLE REBBE Hamburg, GERMANY
|
Credits
Sascha Hanke |
Kolle Rebbe Gmbh |
Executive Creative Director |
Rolf Leger |
Kolle Rebbe Gmbh |
Unit Creative Director |
Oliver Ramm |
Kolle Rebbe Gmbh |
Unit Creative Director |
André Martens |
Kolle Rebbe Gmbh |
Account Manager |
Britta Kronacher |
Kolle Rebbe Gmbh |
Account Manager |
Matthias Grotter |
Kolle Rebbe Gmbh |
Art Director |
Benjamin Beck |
Kolle Rebbe Gmbh |
Art Director |
Max Wort |
Kolle Rebbe Gmbh |
Copywriter |
Amy Werblin |
Kolle Rebbe Gmbh |
Copywriter |
Martin Lühe |
Kolle Rebbe Gmbh |
Production Manager |
Davor Brkan |
Kolle Rebbe Gmbh |
Art Buying |
Julia Weikinn |
|
Illustrator |
Carsten Görling |
Kelly Kellerhof |
Photographer |
Kathrin Kuhrau |
|
Production |
Thomas Zwang |
Buchbinderei Zwang Gmbh |
Production |
Brief Explanation
The invitation highlighted both the long, successful history of MUSTANG JEANS and the brand’s innovative spirit.
The Brief
Each year as part of the Bread & Butter trade show in Berlin, MUSTANG hosts an exclusive "Dinner for Friends". This year's invitations needed to personally appeal to each of the 25 recipients and leave a lasting impression.
How the final design was conceived
The idea was simple: a wearable book. Page by page, leg by leg, a continuous thread tells the MUSTANG story with stitched illustrations and texts. A pair of jeans was stitched into a 10-page book, each copy individually tailored to its recipient’s size and included a stitched portrait. The end of the book invites guests to a celebration of recent MUSTANG successes and, unbound, becomes the perfect outfit for the party. One snip of the binding and the customised book becomes a perfectly tailored pair of jeans.
Indication of how successful the outcome was in the market
The “Dinner for Friends” was a major success and some guests actually wore the first wearable book. Most in attendance expressed how much they enjoyed this unusual and special kind of invitation.