Title	STRELLSON: MAKE YOURSELF UNSTOPPABLE
Brand	STRELLSON
Product/Service	STRELLSON
Category	B07. Excellence in Music Video
Entrant	SERVICEPLAN Munich, GERMANY
Idea Creation	SERVICEPLAN Munich, GERMANY
Media Placement	MEC GERMANY Munich, GERMANY
Production	WANDA GERMANY GMBH Hamburg, GERMANY
Production 2	NEVEREST Munich, GERMANY
Additional Company	SPARK London, UNITED KINGDOM
Additional Company 2	NHB Berlin, GERMANY
Additional Company 3	MAJOR TOM MUSIC COMPANY London, UNITED KINGDOM

Name	Company	Position
Alexander Schill	Serviceplan	Global Chief Creative Officer
Hans-Peter Sporer	Serviceplan	Creative Managing Director
Katrin Eberbach	Serviceplan	Management Supervisor
Katharina Keith	Serviceplan	Creative Director Text
Nicolas Klein	Serviceplan	Art Director
Julian Rinnewitz	Serviceplan	Account Manager
Florian Daldrup	Serviceplan	Copywriter
Kornelia Szatko	Serviceplan	Copywriter
Maik A. Schmidt	Neverest	Executive Producer
Alexandra Junginger	Neverest	Production Assistant
Matthias Harbeck	Serviceplan	Executive Creative Director
Joffrey Jans	Wolf&Lamm	Director
Kai Kurve	Wolf&Lamm	Director
Phillip Kaminiak	Wolf&Lamm	Director of Photography
Mandy Kothe	Wanda Germany	Executive Producer
Jens Groeger	Wanda Germany	Producer
Alex Momchev	Solent Film	Producer
Emil Rangelov	Solent Film	Producer
Chris Faber	Freelancer	CGI Artist
Pana Agueta	nhb	Colorist
Michael Timmers	Freelancer	Editor
Stephan Tietz	nhb	Senior Compositing Artist
Tim Tibor	nhb	Executive Producer / Post Producer
Matthias Bauss	Spark Entertainment	MUSIC CONSULTANT Managing Director
Kathrin Heinemann	Spark Entertainment	MUSIC CONSULTANT Account Director
MNEK	Freelancer	Artist
Tobias Schult	Tobias Schult Photography	Photographer
Bernd Norbert Wuertz	Freelancer	Sound Design

The Campaign

Strellson encourages men to follow their inner drive and to go their own way. That’s why the world-famous Queen song “Don’t Stop Me Now”, in an exclusive cover version by star producer MNEK, became our anthem in the new campaign. The lyrics perfectly encapsulate the spirit of the brand and the captivating execution makes the music video literally unstoppable. It tells the story of a confident man in a Strellson suit who is on a spectacular journey through a bizarre world. He continues steadfastly on his way – true to the motto “Make yourself unstoppable”. The film communicates that Strellson’s high-end premium suits and a confident style give men support and composure in every situation.

Creative Execution

After selective prelistening, we asked the British singer-songwriter and star producer MNEK to cover Queen’s popular track entitled ‘Don’t Stop Me Now’. The modern, catchy take on the rock classic became the video’s theme song. The shooting lasted a week and took place in a film city in Sofia. The challenge was to translate the message “Make yourself unstoppable” into a literally unstoppable film. Elaborate set constructions, numerous extras and props in rapidly changing settings create the impression of various storylines. Strellson launched its new campaign on a specially chosen date: 5 September, Freddie Mercury's 70th birthday. The film was spread on the social media channels Facebook, Instagram and on YouTube and in fashion and trend blogs that are relevant for our target group.

Within the first weeks, the successful film got more than 13 million views on social media platforms like Facebook, YouTube, Instagram. Strellson gained 43% more followers and generated over 98 million media impressions worldwide. The modern, fresh take on the original song received lots of positive response. After numerous requests, Strellson releases MNEK’s cover version of the song officially on Spotify in October.

For the first time, Strellson draws attention to its brand message with an online music video. We chose a world-famous Queen song in a modern reinterpretation to become the new anthem of Strellson. It is a tribute to Freddie Mercury and, even more, a tribute to all men.

Strellson makes premium fashion for passionate men who go their own way. Men who are constantly reinventing themselves. Men who are always up for something new. Regarding these values, we framed the new brand core: “Never stop beginning”. The lyrics of Queen’s “Don’t stop me now” as well as its dynamics perfectly match the spirit of the brand. By using the famous song, we translated the strategic concept into an engaging anthem that inspires men to follow their own path, come what may. In order to attract more attention and to pay tribute to Queen’s front man, Strellson launched its new campaign on a specially chosen date: 5 September, Freddie Mercury's 70th birthday.