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Mercedes-Benz has launched a global campaign to inspire us to #PlayByYourRules for the launch of the fun, sporty CLA Coupé. Created by antoni_garage in Berlin, the campaign includes … read morea 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.
Film
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 5-minute film encourages us to remember our dreams and do the important things in life in our own way.
Instagram AR filter
Led by Creative Director Juliane Krause-Akelbein, the Instagram AR Filter was developed by the antoni_garage team, including designer @johwska, who recently kicked off a filter craze with her viral beauty3000.
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 The 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.
Print
The print campaign was shot in Tokyo by fashion photographer CG Watkins.
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Credits
Other credits
Instagram Filter:
Creative Director: Juliane Krause-Akelbein, Ron Engelbert, Alice Bottaro, Pedro Americo
Art Director: Daniel Righi, Antonio Afonso
Creative: Johanna Jaskowska
Creative Technologist: Bogdan Ferariu
Account Director: Marica Pignatelli
Account Management: Kevin-Paul Frahm
DAIMLER AG:
Campaign:
Damir Maric, Head of Global Campaigns & Product Content
Boris Helms, Team Lead Campaign Development
Sandra Kulle, Team Lead Product Content
Daniel Ritsch, Project Lead Campaign
Daniel Dürbeck, Project Lead Product Content, Instagram Filter
EXTERNAL:
TVC/Long format:
Production: ANORAK Film GmbH, Berlin
Director: François Rousselet
DoP: Benoit Debie
EP: Christiane Dressler
Producer: Yan Schoenefeld
Editor: Amanda James
Post Production: SLAUGHTERHOUSE GmbH
Music: C’Mon C’Mon by The Von Bondies (TVC), Just like honey by The Jesus & Mary Chain (Long format)
Still images:
Photographer: CG Watkins
Rendering and Post-Production: recom GmbH & Co. KG
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