art direction - Mercedes-Benz

In 2008 as the art director of BBDO I was responsible for designing and quality-controlling of Mercedes-Benz's ATL and BTL materials. Instead of previous years' loose practice I had to use the Mercedes-Benz Guide as strict as I can and observe my team strictly. At that time the Guide was created by BBDO London, so we also had to use the given material such as photographs, films, suggested text materials and adopt them to our situation, and had to take into consideration our given budget, given TV spot time limits and the communication of the Hungarian factory, etc. During the one-month Mercedes-Benz Guide training I had already been working with the brand. The copywriter of the campaigns was Kornél Brassai.

You can see some examples of my work with the brand cronologically listed below.

GLK-Class

The year of 2008 was very interesting because of the presentation of GLK-Class. In its style it referred to G-Class but it aimed wider audience with its forepointing design and high-tech equipment. Despite of the didactive Hungarian advertising practice our goal was to show style and sensation. To achieve this goal BBDO London's plenty of pictures for GLK-Class was an outstanding source. This is how this DM print was born. It is more like a moodboard than an educational material, which is rare in Hungary.
Headline: "Above all expectations. The new GLK-Class."

DM

M-Class

In the case of the new M-Class we also wanted to communicate with photographs but of course headlines were important too.

Main headlines: "Asphalt is not a challenge. Outstanding comfort at all conditions. The new-generation M-Class. Power at its most sophisticated way."

DM

Price-promotional campaign for the foundation of

the Hungarian factory

Mercedes-Benz opened a factory in Hungary. The construction works were still on but the connecting PR campaign had to run. Because of this exceptional occasion A-Class, B-Class, C-Class, E-Class and M-Class models were available with reduced prices. News about the factory reached the people of Hungary every day.

Headline: "Unrepeatable."
Subheadline: "With reducements never seen before, for the occasion of the factory opening."

For the TV spot I had to present in only 9 seconds because of the paid length and the reduced offer spot,

I was using an originally 60-second-length CLK film. You can find the original here:

"Watering-Can / Mercedes-Benz Advertising / ICEKIM.com - YouTube".

Microsite

S-Class

Dm (in extra large size: 50cm), S-Class

Headline: "When the biggests meet eye-to-eye is a rarity."
Subheadline: "S-Class. A car for those who has the best of the running."

E-Class Final Edition

The model of 2008 was the last model with circle-shaped headlights, that's why it got its name. In this category it is the most equipped and most comfortable car. We designed a wobbler and a roll-up based on the design of a rearview mirror. Headline: "You lead. Others follow."