walrus (chester)

hammersmith,smith-2,smith by sife71 on Flickr.

All photos by Simicz Ferenc / Ferenc Simicz

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German softness by muun

We all know the Germans for their impressive engineering and industrial prowess. But as we discover through the campaign, beneath their hardcore exteriors lies the vulnerable underbelly of the German stereotype. It turns out ze are really just softies, ya?

The star of the #germansoftness campaign is Frank Künster, weighing in at a mattress-defying 135 kilos (300 pounds). He’s a burly, über-empathetic bouncer and iconic local celeb from Berlin’s King Size Bar. For you non-Berlinians, that’s the city’s notoriously wild anarchy bar. Telling the brand’s story in clever subtlety via his own story, Frank reveals with earnestness not only his soft inner self (representing muun’s cutting edge new foam), but his unapologetically nude outer self, (representing the company’s commitment to transparency).

This content Campaign combines classical Out of him communication on billboards in Berlins city centre with filmic brand content that was shown on numerous publications like bild.de, numero.com or whiteliesmagazine.com and spread further from there. With this elegant approach of combining classical media with relevant content the campaign reached maximum efficiency.

Creative Director Muun: Lenz Meier Agency: Amsterdam Berlin GmbH Production: Amsterdam Berlin GmbH Post-Production: PAUL Schwabe Digital Production GmbH Music: YouGuys Music Regie: Moritz Grub Director of Photography: Kevin Klein

Photography by Moritz Grub, Amsterdam Berlin

Featuring Frank Künster

Amsterdam Berlin - German softness | Facebook German softness by muun | Facebook