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Group745
Group745
Group745
Group745
Group745
Group745
Creative in association withGear Seven
Group745

Mercedes-Benz Wants You to 'Play by Your Rules' in Cinematic Campaign

02/05/2019
Advertising Agency
Berlin, Germany
881
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antoni_garage's campaign includes a full-length online film, a print campaign, website, and the first branded Instagram AR filter from an automotive brand

Mercedes-Benz has launched a global campaign to inspire people 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.

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 five-minute film encourages us to remember our dreams and do the important things in life in our own way.

The Instagram AR Filter was led by creative director Juliane Krause-Akelbein, and developed by the antoni_garage team.

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. Using the filter 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.


The print campaign was shot in Tokyo by fashion photographer CG Watkins.
Credits
Agency / Creative
Production
Post Production / VFX
Work from antoni GmbH
Defining Class
Mercedes Benz
17/01/2024
29
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