2016 Winners & Shortlists

Brief Explanation

In the Middle East & Levant, the Mercedes Benz S-Class has led the large luxury sedan segment for many years. The all-new S-Class once again redefines the concept of luxurious transportation and expands on the growth trend of its predecessors to enable the brand to set further milestones in the market. The all-new S-Class comes equipped with Intelligent safety features, innovative driving technology and smart amenities provide a confident driving experience, giving the passengers a feeling of flying on a magic carpet.

The Brief

One of the key features of the all-new Mercedes Benz S-Class is Magic Body Control. The Magic Body Control feature combines the advantages of the Active Suspension System with the globally innovative Road Surface Scan function – a stereo camera that scans the road ahead and registers the road surface and its condition to provide comfort and agility even on poor roads. Our challenge was to illustrate this rather complex technology to consumers in the simplest way possible, which everyone could comprehend in an instant.

How the final design was conceived

After consumer research, we identified the moments of people on their everyday commute, where bumps on the road are the most likely to affect them. We then designed the most minimalist and easy on the eye graphic posters to communicate the benefit of Magic Body Control, in the simplest way possible.

Indication of how successful the outcome was in the market

The hitherto technical Magic Body Control feature in the Mercedes-Benz S-Class, was explained to our existing and potential customers in the easiest way possible.