Nº 5 - Mercedes CLA Shooting Brake
“ There is blood, sweat and tears....the CLA Shooting Brake, supernaturally pristine and solid amidst it all."
- Adweek (Ad of the day)
See the CLA Shooting Brake on mercedez-benz.com/growup with more film and images.
See the CLA Shooting Brake on mercedez-benz.com/growup with more film and images.
Antoni's "Grow Up" campaign is the most extensive content creation in the history of Mercedes-Benz, centred around short films featuring, respectively, the A-Class, B-Class, CLA Coupé, CLA Shooting Brake and GLA models.
We were honoured to work with CD Veit Moeller and young photographer Alice Moitié on the stills to accompany each movie - printing and re-scanning, adding grain to create a strong analogue film look, with CGI elements helping with the practical aspects of a worldwide campaign.
The campaign's media locations are as bold and eyecatching as the rest of the execution, with colossal end-of-wall murals featuring single shots montages from the campaign, and big bold statement cubes in high traffic areas.
The campaign has drawn wide praise for its radical approach:
"Mercedes-Benz’s Most Ambitious Marketing Project Yet Is All About What It Means to Grow Up Tackling the evolution of luxury ... and, well, life" - Adweek (Ad of the Day)
"Mercedes-Benz's Biggest Content Campaign to Date May Make You Think Really Deeply About Your Life"- Ad Age (Editor's Pick - Creativity)
"It’s hard to make a good car ad these days. Audiences are bored of the slick fare they are usually offered, and yet most clients still really, really want that shot of the beautiful new vehicle driving around the cliff edge. In this new set of films, those scenic shots are there ...nestled in among a set of stories that are intriguing, and at times a little darn bleak....These new films make a welcome addition to the car-ad-as-short-film genre and sure beat the average shiny car spot." - Creative Review
Credits
Client: Mercedes Benz
Agency: Antoni
Creative Director: Veit Moeller
Photographer: Alice Moitié
Post Artists:
Agency: Antoni
Creative Director: Veit Moeller
Photographer: Alice Moitié
Post Artists:
Jonas Braukmann, June Lee, Stephanie O'Connor / Recom Berlin
Thomas Saalfrank, Julia Ackermann, Daniel Mattes, Marion Trenkel / Recom Stuttgart
Pêpe Alram, Kate Brown / Recom Farmhouse
Pêpe Alram, Kate Brown / Recom Farmhouse
CGI Artists:
Sebastian Schierwater / Recom Berlin
Kristian Turner, Anna Toporova / Recom Farmhouse
Art Buyers: Emanuel Mugrauer, Valerie Opitz, Marjorie Jorrot
Production: Iconoclast Germany
Sebastian Schierwater / Recom Berlin
Kristian Turner, Anna Toporova / Recom Farmhouse
Art Buyers: Emanuel Mugrauer, Valerie Opitz, Marjorie Jorrot
Production: Iconoclast Germany
See our selection of the campaign images on recomfarmhouse.com
Recom Farmhouse is on Instagram, Facebook and Twitter!
More work at recomfarmhouse.com and our blog madlove.net.
Recom Farmhouse is on Instagram, Facebook and Twitter!
More work at recomfarmhouse.com and our blog madlove.net.
