Campaign with style
Style is essential for the hairstyling brand KMS and was integrated as a central component of the new global brand strategy, which was rolled out in 2017. Despite minimal briefs, the project provided an opportunity to emphasize KMS’ strong connection to authentic style.
This dedication to true style was further documented through a coffee table book that captures the evolution of the brand strategy.
Our task was: originality
Relevant content was to be developed that was as unique as the brand itself. In doing so, we built on the developed brand strategy. Another focus was to include influencers and create the opportunity to use the content in a variety of ways.
The origin of the strategic considerations was the new claim “Style matters.” Because for KMS, style is versatile and multi-layered, regardless of location and culture. It is a visual and universal language that unites creative people from all over the world. The idea of community is particularly important to the brand; users should collect and share ideas. It’s not just about a community of stylists, but also about relevant content for end consumers.
A journey through cultures
With KMS Urban Styles, we have discovered styles worldwide and shared them with the community. Together with influencer Dustin Hanke, we went on a journey of discovery and developed content in the form of photos, videos and blog posts, which we made available and shared across different media. In the process, the team gathered multicultural and local inspiration in Tel Aviv, London, Berlin, Hong Kong and Helsinki.
The challenge for JUNGMUT was the tight timing, a budget that was not exactly feature film-like and the requirements that moving images bring with them for concept, visual language and technical implementation in a stylish and at the same time social media world.
Award-winning, globalized, widely shared
Tens of thousands of views of the videos on YouTube, countless likes, comments and a high level of community involvement on Instagram and Facebook speak for themselves. In addition, the various articles in Style Magazine have opened up completely new target groups that previously had no contact with the brand. The campaign idea is being continued globally and was honored with the German Design Award.
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