Wed, 14 Nov 2018 14:26:43 GMT
During the São Paulo International Motor Show, Mercedes-Benz went beyond the automotive portfolio and announced the creation of a brand of smart watches.
Devised by F/Nazca Saatchi & Saatchi, the strategy integrates the efforts of the Mercedes-AMG brand and uses the automobile’s strength and power to obtain the main raw material of the band’s manufacturing process: tire rubber.
Therefore, from today, the brand will promote on its social networks a film produced by Underdogs that reveals more details about the production of the limited series of straps.
“Our mission is to rejuvenate a strong brand without giving up any of the qualities and attributes that it represents, such as reliability, quality, and elegance. That is why we believe in the power of this idea: bringing together technology and innovation to promote concepts that were previously abstract,” explains Evandro Bastos, automotive marketing manager at Mercedes-Benz Brazil.
For the creatives, the project gave them the opportunity to put into practice a new model of thinking. “We created a product from data analysis. And for this work, we had to consider and be close to all the stages of development, production, promotion, and commercial operation together with the client,” remembers João Paulo Testa.
“This project gave us the opportunity to materialise 612 horsepower in different fronts. From the design of the strap by an automotive designer we invited, to a sensorial film, to the posters actually made from the tire tracks left on the ground by a Mercedes-AMG,” says Bruno Zampoli.view more - Creative
Advertiser: Mercedes-Benz Brasil
Post Production Company: Átomo VFX
Editor: Daniel Varotto
Composer: Henrique Racz, Will Bone, Silvio Piesco
Sound Design: Tesis
Director: Maurício Castro
DOP: Rhebling Junior
Executive Producer: Fábio Colaneri Dedding, Henrique de Oliveira Campos
Production Company: Underdogs
Account Supervisor: Saulo Sanchez, Claudia Razzé, Marcelo Bocchini, Flavia Paladini
Chief Creative Officer: Fabio Fernandes
Client Supervisor: Evandro Bastos, Thiago Mourão
Creative: João Paulo Testa, Bruno Zampoli
Creative Agency: F/Nazca Saatchi & Saatchi / Publicis Emil
Creative Director: Pedro Prado, Rodrigo Castellari
Designer: Leonardo Testa
Graphic Artist: Jomar Farias, Leandro Ferreira, Guilherme Gaggl
Planners: Rita Almeida, Quentin Mahé, Patrícia Mendes
Producer: Fernanda Sousa, Elucieli Nascimento, Rafael Paes, Victor Alloza
Genres: Fashion & Beauty, Luxury, Action
Categories: Automotive, CarsLBB Editorial, Wed, 14 Nov 2018 14:26:43 GMT