Mercedes-Benz: Sedan Range

As assets had to be created that needed to be used across many different markets (including Japan, Korea, Middle East, Australia, South Africa, Turkey, Malaysia) we needed to focus on a universal commonality that could relate to all potential buyers and drivers of the Mercedes-Benz Sedan range.
The campaign was designed to drive traffic to the Mercedes-Benz website by creating desire for the elegant designs of Mercedes-Benz's luxury sedans, from the accessible luxury of A-Class to the exclusive luxury of S-Class.

It was essential the campaign highlighted not just the pleasure of owning a Mercedes-Benz, but also the stunning aesthetics of the sleek Sedan design and the driving pleasure of a high technology, high comfort, high performance car that provides universal benefits, that should resonate with this varied audience.

The final assets offered markets the flexibility to run single model campaigns and range communications. The formats had to be flexible to cater for different combinations of the 4 models, from the smallest banner ad showcasing 3 models of any variation to a DOOH displaying the stunning S-Class.

Waves of pearlescent fabric unveil the cars in a sophisticated studio environment, highlighting the beauty of the cars, whilst in turn making the contrast of the low price point even more dramatic. Silk waves were used as a device to not only amplify "sheer luxury" but also as a way to differentiate between the models.

I worked closely with the CGI artists to create an environment that exudes Mercedes luxury and can be easily manipulated for any model, colour and deliverable required. The music was chosen to compliment the etheral environment and sleek cars, showcasing specific features reflected in the editing style.

As assets had to be created that needed to be used across many different markets (including Japan, Korea, Middle East, Australia, South Africa, Turkey, Malaysia) we needed to focus on a universal commonality that could relate to all potential buyers and drivers of the Mercedes-Benz Sedan range.
The campaign was designed to drive traffic to the Mercedes-Benz website by creating desire for the elegant designs of our luxury sedans, from the accessible luxury of A-Class to the exclusive luxury of S-Class.

It was essential the campaign highlighted not just the pleasure of owning a Mercedes-Benz, but also the stunning aesthetics of the sleek Sedan design and the driving pleasure of a high technology, high comfort, high performance car that provides universal benefits, that should resonate with this varied audience. The final assets offered markets the flexibility to run single model campaigns and range communications.
The formats and deliverables had to be flexible to cater for different combinations of the 4 models, from the smallest banner ad showcasing 3 models of any variation to a DOOH displaying the stunning S-Class.

Waves of pearlescent fabric unveil the cars in a sophisticated studio environment, highlighting the beauty of the cars, whilst in turn making the contrast of the low price point even more dramatic. Silk waves were used as a device to not only amplify "sheer luxury" but also as a way to differentiate between the models.

I worked closely with the CGI artists to create an environment that exudes Mercedes luxury and can be easily manipulated for any model, colour and deliverable required. The music was chosen to compliment the etheral environment and sleek cars, showcasing specific features reflected in the editing style.