Always fresh on the go.

Agencies: MediaCom mSTUDIO


AIRWAVES gum lost most of its consumer moments due to Coronavirus – as people were less on the go and had fewer dates, they also had less need for a fresh mouth feeling. We wanted to make up for those lost sales and bring AIRWAVES back on top of mind.


If you want to be style-conscious on the go, you can't avoid sneakers. The hype around sneakers has also made socks the center of attention. We hijacked this trend and helped AIRWAVES find the most credible partners for this campaign, so they could authentically demonstrate that one can always be "fresh on the go" with the AIRWAVES brand.

Partnering with the well-known streetwear experts of German clothing start-up SNOCKS, we surprised the urban community with a limited It-Piece: retro-socks in the AIRWAVES colorways.

To win over streetwear enthusiasts, our campaign had to ooze expertise and show respect for its origins. That’s where Pascal Kerouche comes in. Pascal is an already established photographer who worked for years as the personal photographer for Snoop Dogg. He also worked with international stars like Rita Ora, Lewis Hamilton and Nas. With him, AIRWAVES created a campaign tailored to the current zeitgeist.

To further increase the relevance, we established the AIRWAVES brand in youth culture and urban lifestyle even more. We achieved this by recreating the main hub of instant refreshment for GenZennials and placed a stylized version of it in our campaign motifs: the kiosk. A kiosk is the German version of a bodega. This is where the target group meets, buys refreshments, and moves on to bigger urban adventures. To strengthen the urban identity of AIRWAVES on relevant social media channels, we also shot short atmospheric video snippets, which present the models in relatable moments connected to the kiosk.

To celebrate the release of the socks and to create more hype, we started off our campaign with a release event in Berlin, where streetwear celebrities, trade press and cultural ambassadors like musicians, artists and influencers celebrated the fashion drop at the AIRWAVES kiosk.

Germany’s longest running sneaker podcast “Oh, Schuhen” hyped up the release on all relevant streaming platforms. Influential community insider “” drew streetwear lovers’ attention with an advertorial and reported live on social media from the release event. The leading lifestyle magazine “Highsnobiety” reported about the cultural phenomenon that is AIRWAVES, which thrilled the community even more.

Not only did we sell out of 10000 socks in less than 5 weeks, but we also brought down the servers of our partner SNOCKS in the process – sorry, folks! We can also present strong results in sales figures, which increased during the campaign period.

This professional campaign titled 'Always fresh on the go.' was published in Germany in October, 2021. It was created for the brand: Airwaves, by ad agencies: MediaCom and mSTUDIO. This Content, Digital, and Film media campaign is related to the Food industry and contains 9 media assets. It was submitted over 1 year ago.


Advertising Agency: mSTUDIO Germany
Media Agency: MediaCom Germany
Creative Director: Frank Olma
Senior Art Director: Arne Jansen
Art Director: Sharon Cronin
Copywriter: Eric Braunbart
Senior Producer: Julia Wiedmann
Producer: Nic Schoppet
Director Strategy: Joerg Kuhnle
Senior Brand Strategist: Leo Caspar Anthony
Supervisor Brand Experience & Partnerships: Lukas Plaumann
Senior Consultant Brand Experience & Partnerships: Dominique Lisa Rottschaefer
Consultant Social Media & Influencer: Marie-Christine Pomp
Photographer: Pascal Kerouche
Videographer: Daniel Priess
Lightdesign: Thorben Winkler
Styling: Saskia Jung
H&M: Melanie Bulu
Set Design: Rolf Buck
Brand Partner: SNOCKS GmbH


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