Mercedes-Benz
Grow up
With more than 100 moving-image sequences and over 90lifestyle and product images, stories of a new generation the campaign focuses on people caught between the coolness of adolescence and the squareness of adulthood who embodythe attitude to life of the new compacts.
For the brand it was more than just a major campaign about model series. It was a further move forward by the brand as a
whole towards more modernity, progressivism and dynamism across the entire brand identity of Mercedes-Benz.
For the brand it was more than just a major campaign about model series. It was a further move forward by the brand as a
whole towards more modernity, progressivism and dynamism across the entire brand identity of Mercedes-Benz.
Within the design team we rethought the static corporate design and developed an extended and more flexible version that fits to the new language and tonality of the brand.
Agency antoniExecutive Creative Director Matthias Schmidt, Martin Pross
Creative Director Digital Veit Möller, Thomas Heinz
Art Director Digital Sol Oh
Copywriter Sebastian Lyman
Head of Digital Design Nuno Marcelino
Creative Director Design Marcel Krempin
Art Director Design Jil Leister