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Campaign Project | Amsterdam Fashion Institute | role: Fashion Brander

This project was commissioned to analyze the MUDjeans brand, target group, competition, communication, current zeitgeist and to conclude an insight resulting in an effective brand campaign strategy to create brand awareness among a new target group.

To deliver an effective campaign more targeted on the personal lifestyle of the consumer, we decided to focus on a particular segment: the conscious consumer. Therefore our objectives for the next MUDjeans campaign are as followed: