Print ad: Mercedes-Benz: Play by your rules

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Mercedes-Benz has launched a global campaign to inspire us to #PlayByYourRules for the launch of the fun, sporty CLA Coupé. Created by antoni_garage in Berlin, the campaign includes a full-length online film, a print campaign, website, and the first branded Instagram AR filter from an automotive brand. Mercedes Benz is one of the few brands to participate in Instagram’s closed current beta programme.

Led by antoni_garage Creative Director Alice Bottaro, the campaign is united by a neon effect that creates a moody, modern feel to each of the executions. The film and print campaigns were shot in Miami and Tokyo respectively - two iconic cities famous for their distinctive style.

Film
Directed by music video director François Rousselet, the film tells the story of a man clashing with his 16-year-old self, as he struggles with the distance between his youthful aspirations and real-life self The 5-minute film encourages us to remember our dreams and do the important things in life in our own way.

Instagram AR filter
Led by Creative Director Juliane Krause-Akelbein, the Instagram AR Filter was developed by the antoni_garage team, including designer @johwska, who recently kicked off a filter craze with her viral beauty3000.

The filter was designed for creative, digital natives, who love to play with new technology - the kind of people the new CLA Coupé was made for The filter applies the moody, neon look used in the overall campaign, and changes colour in response to blinking eyes. Access the custom filter by following this link on your mobile device.

Print
The print campaign was shot in Tokyo by fashion photographer CG Watkins.

Category Automotive
URL https://www.youtube.com/watch?v=IlLflZS0g10
Client Daimler AG
Agency antoni_garage
Production Anorak Film
Country Germany
Uploaded 10 May, 2019

Credits

Director
François Rousselet
Executive Creative Director
Marcell Francke
Executive Creative Director
Tilman Gossner
Executive Creative Director
Veit Moeller
Creative Director
Alice Bottaro
Creative team
Luca Rescheleit
Creative team
Alice Bottaro
Creative team
André Santa Cruz
Producer
Florian Zizmann
Producer
Sebastiaan Peters
Art Director
Caio Batista
Copywriter
André Santa Cruz
Account Director
Robin Weintraut
Head Of TV
Geraldine Gramenz-Hohlbein
Client Services Director
Steffen Schumann
Managing Director
Matthias Schmidt
Managing Director
Jörg Schultheis
Managing Director
Sven Dörrenbächer
Account manager
Negin Ghanizadeh
Art Buyer
marjorie Jorrot

Other credits

Instagram Filter:

Creative Director: Juliane Krause-Akelbein, Ron Engelbert, Alice Bottaro, Pedro Americo

Art Director: Daniel Righi, Antonio Afonso

Creative: Johanna Jaskowska

Creative Technologist: Bogdan Ferariu

Account Director: Marica Pignatelli

Account Management: Kevin-Paul Frahm

DAIMLER AG:

Campaign:

Damir Maric, Head of Global Campaigns & Product Content

Boris Helms, Team Lead Campaign Development

Sandra Kulle, Team Lead Product Content

Daniel Ritsch, Project Lead Campaign

Daniel Dürbeck, Project Lead Product Content, Instagram Filter

EXTERNAL:

TVC/Long format:

Production: ANORAK Film GmbH, Berlin

Director: François Rousselet

DoP: Benoit Debie

EP: Christiane Dressler

Producer: Yan Schoenefeld

Editor: Amanda James

Post Production: SLAUGHTERHOUSE GmbH

Music: C’Mon C’Mon by The Von Bondies (TVC), Just like honey by The Jesus & Mary Chain (Long format)

Still images:

Photographer: CG Watkins

Rendering and Post-Production: recom GmbH & Co. KG

Mercedes-Benz: Play by your rules

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Mercedes-Benz: Play by your rules

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