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17.10.2011

 

Fashion Com : campaign and image film for the new FREISTIL sofa brand by ROLF BENZ – modern living for trendy bohemians

CREDITS / DETAILS

Fashion Com for ROLF BENZ

Client: Freistil ROLF BENZ
Usage: Moodfilm
Advertising Agency: Fashion Communications GmbH
Creative Director: Nick Larrett

The Munich-based agency took care of the creative realisation of the new FREISTIL by ROLF BENZ sofa brand launch. With the claim 'If Berlin would be a piece of furniture, it would be freestyle', Freistil ROLF BENZ establishes itself as the German upholstery brand aimed at the young, quirky and cheap market 'Young living'.

“We represent design, comfort and quality. To encourage further growth of the brand, we are now addressing the unconventional and young-minded buyers with Freistil, which benefits from the ‘Young Living’ premium segment”, explains head of marketing Andreas Lechner.

Freistil ROLF BENZ presents a leather collection and a large textile collection comprising 130 different designs, which the Freistil-team has developed in cooperation with German Hitex manufacturer Rohleder (among others). Styles vary and include monochrome, romantic florals and Italian-inspired prints.

To get the buzz for Freistil going amongst the young wilds, ROLF BENZ's team and the FashionCom agency created an authentic communication with charming nuts and bolts.

“The decision to use the German word Freistil was a deliberate one”, explains Andreas Lechner. “Ever since the football World Cup in 2006, Germany is trendy again as far as the world is concerned and German words like Zeitgeist have already found their way into the English language. The easy-to-understand 'Freistil' tells of freedom, the freedom of style as well as knowing about style. We also distinguish ourselves with this name from the many Anglicism that are prevalent in the world of young living and show our colours when we say that we believe in sofas coming from German production.” The new collection is entirely manufactured in Germany.

Artist Florian Braun has created exclusive home stories from Berlin with cool free spirits such as media scientist Professor Dr. Jo Groebel and Andreas Murkudis marketing manager Melanie dal Canton exclusively for the brand.

The motifs and the image film will be used in presentation and business documents, communication spheres and at www.freistil-rolfbenz.de.

Fashioncom for ROLF BENZ

Fashioncom for ROLF BENZ

Fashioncom for ROLF BENZ

Fashioncom for ROLF BENZ

Fashioncom for ROLF BENZ

Fashioncom for ROLF BENZ

Fashioncom for ROLF BENZ

Fashioncom for ROLF BENZ

Fashioncom for ROLF BENZ

Fashioncom for ROLF BENZ

Fashioncom

Fashioncom

Fashioncom

Fashioncom

Fashioncom for ROLF BENZ

Fashioncom for ROLF BENZ

Fashioncom

Fashioncom

Fashioncom for ROLF BENZ

Fashioncom for ROLF BENZ

Fashioncom for ROLF BENZ

Fashioncom for ROLF BENZ