MINI LIFESTYLE

ADVERTISING CAMPAIGN FOR MINI

Photographer HEIKO PRIGGE @ KLEINPHOTOGRAPHEN
Photo assistant JULIAN MÄHRLEIN
Production SHINY PROJECTS
Creative Direction CHRISTIAN RUESS
Casting SOLOMON WINTER
Stylist JENNIFER HAHN
Props Stylist BEATRICE HURST
Agency PACIFIC ENTERTAINMENT

BLONDE SECRETS

Advertising campaign for John Frieda

Blond? Blonder! Blond is more than just a color. It is identity, it is status, it is unity. The Blonde Secret campaign, made with Parasol Island in 2018, focused on three special hair care product collections for blonde hair. I’m a red hair but I understand having the perfect blonde hair is still a secret. The challenge was to create an appealing and recognizable 360° campaign with a strong digital activation. So the idea that deals with the insight of secrets was quite easy: what could be better than to unravel those secrets of perfect beautiful blond hair – #blondsecret on the topics of haircare, beauty, fashion and lifestyle.

The core of this campaign was a secret trip of three Influencers who stands for the three John Frieda blonde product collections. So Olja, Charlie and Alessa – the blond ambassadors – were the inspiring faces of the #blondsecret campaign. Three blonde girls with different requirements for their hair and different backgrounds to explain the diverse effect of the products. While the influencers revealed secret after secret to the social media audience, users were able to get closer to their own perfect blonde by signing up to receive blonde sample packs for their specific needs.

Among the concept, design and other arty things my part was also to stage the products in an authentic way. Next to the shoot by photographer Stephan Ziehen and Director Ben Galster, we created a series of still lifes for John Frieda’s owned channels, all kind of banners and the whole social media stuff. For me quite interesting, because I was able to do what I mostly love – working as a creative director and photographer at the same time.

Creative Direction CHRISTIAN RUESS
Art Production AGENCY PARASOL ISLAND
Photographer STEPHAN ZIEHEN
Director BEN GALSTER

SANTACLARA

DIGITAL CROSSOVER CAMPAIGN FOR LIDL

This goes out to all the delight bringers, turkey stuffers, cake bakers, Christmas makers, pudding haters. To all you bearded women, men in high heels, gender breaking gorgeous ones. Within a context of still-up-to-dateness, I almost see it as my duty to fight for more tolerance and against stigma – nowadays more than ever. I celebrate pride and equal gender marriage – cause yes, gender is an everyday concern which is finally and still so very important. Look at my Container Love Art Project. And there is still so much more going wrong in society.

But for now, let’s start with Christmas. In 2016, a group of likewise minded developed a Christmas story full of joy and justice. Überground. New. Different. Supercool. They got one question for you: Why is it that every year again Mister Coca Cola legend himself, Santa Claus, gets all the fame?

So let’s wake up! And do a reality check: Ain’t it the women who do all the work – most of the time, the mothers, grannies, wives and wonder women who cope with all the stress? Well it’s definitely not the fat white-bearded man! Polish your red shoes, wonderful women, marvelous ma’ams, greatest grannies and fantastic females. Raise your glass, ladies. And step aside, old man. It’s time for #santaclara – born to reign an era of equality, sing out loud for justice, and finally gonna make a change.

The message behind? Be proud of yourself, girls. We are. This campaign started for Lidl, and – hell yeah! – #santaclara sweeps the board all over the world since then.

Creative Direction JO MARIE FARWICK & NIKOLAUS RONACHER
Art Direction CHRISTIAN RUESS & KATHI WALTHER
Song EMILY ROBERTS
Production BIGFISH
Music 2WEIMUSIC
Direction NATHAN PRICE

NO CHAIN NO GAME

Lookbook for PHONIE

Photographer CHRISTIAN RUESS
Photography & Production STUDIO CHRISTIAN RUESS
Photo Assistant SVEN SERKIS
Stylist VERONIKA NATTER
Hair and Make-up ELLEN GRABANDT
Models PHINI, CLAIRE, LAURA, ROBERT

HELLO NEIGHBOUR

ADVERTISING CAMPAIGN FOR LIPTON

Everyone knows Lipton Icetea. But what about hot tea by Lipton? Is there a gap in the german market? Let’s find out with this welcome campaign by Dokyo. “Lipton heißt Willkommen” is the new brand claim and is more than a commercial. It’s a statement for an open and tolerant mind. A sign for more neighborhood. Beyond any age, gender and national borders.

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Idea DOKYO
Creative Direction SÖNKE BUSCH
Art Direction CHRISTIAN RUESS
Photo MALTE BRAUN @ KAI TIETZ
Regie TODD SELBY
Production CHIRP FILMS

GROSS. STADT. JAEGER.

Catalogue Design for Mercedes-Benz

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The job was to redesign the catalogue for the stunning Mercedes-Benz CLA Shooting Brake. After the concept turned upside down, the production of the folder could start.

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christian_ruess_CLA_1

Here you can see more of the campaign, made by Jung von Matt.

Agency JUNG VON MATT / ALSTER
Creative Direction MARKUS KREMER & THOMAS HEYEN
Art Direction (Catalogue) CHRISTIAN RUESS
Photography ANKE LUCKMANN
Post Production RECOM

BORN TO RUN

Mercedes-Benz Vans 2011 - 2018

From the very beginning of my career, I was working for many automotive clients like BMW, BMW Mini, Mercedes-Benz, Audi, Porsche, Smart, Lamborghini & Škoda. From draft to realization, from pitches to daily routine, from 360° campaigns to events and fairs like IAA (Internationale Automobil-Ausstellung) or several web summits. I guess that never-ending love story will go on and on…

Here you can see typical day-day-work that comes to award-winning-work. Working for Hamburg based agency Lukas Lindemann Rosinski was always a pleasure. Thank you for 7 years of freelancing for Mercedes-Benz Vans

Photographer ANKE LUCKMANN
Creative Director HENRY BOSE
Art Director DAMIAN KUCZMIERCZYK
Substitute Art Director CHRISTIAN RUESS

EUROWINGS ON AIR

LAUNCH CAMPAIGN FOR EUROWINGS

christian_ruess_eurowings

After years of working on the airline brand Germanwings it was necessary to rethink. From cheap to innovative and charming-cheeky. From Germanwings to Eurowings. In order to introduce the new brand, Eurowings launched an Europewide OOH campaign. To draw attention to the airline’s sexy offers the models were staged in fashion style.

See the case film.

Client EUROWINGS
Agency LUKAS LINDEMANN ROSINSKI
Creative Direction THOMAS SCHMIEGEL, KERSTIN CORRELL
Art Direction CHRISTIAN RUESS
and others

KAFFEE IST NICHT KAFFEE

TVC campaign for Tchibo

Three years of exhausting day-to-day work for the Jung von Matt / Elbe client Tchibo Non-Food were quite a good practice to create this “Kaffee ist nicht Kaffee” TVC series for Jung von Matt/brand activation. From Bad Nauheim to Tansania: We placed real sales ladies in the centre of our campaign – to connect the customer with the company. We turned them into unmistakeable brand ambassadors.

Agency JUNG VON MATT / BRAND ACTIVATION
Executive Creative Director DENEKE VON WELTZIEN
Creative Director KARSTEN RUDDIGKEIT
Art Directors SVEN KLASEN, CHRISTIAN RUESS,
JULIA KLAUSTERMEYER
Text TONI SELZER
Director LARS BÜCHEL