2017 Winners & Shortlists

The Campaign

Sees the danger before you do. A poster campaign that promoted the Active Brake Assist feature in the new Mercedes-Benz E-Class using typography design. We showed three words representing the three common road hazards — dog, kid and tree — being stretched out like skid marks on the road, visualizing the immediate and effective braking action of the vehicle.

Creative Execution

A poster campaign that promoted the Active Brake Assist feature in the new Mercedes-Benz E-Class using typography design. It shows three words representing the three common road hazards — dog, kid and tree — being stretched out like skid marks on the road, visualizing the immediate and effective braking action of the vehicle.

Indication of how successful the outcome was in the market

The posters reinforced and reassured potential consumers of Mercedes-Benz safety priority and intrigued them into enquiring about other innovative safety features of the new E-Class, and most importantly, helped convince them to test-drive the vehicle.

Brand relevance: German engineering is known for luxury, precision and pure perfection. Choice of campaign elements: We created an in-showroom and outdoor poster campaign as we had a limited budget while at the same time, we had to convince our potential owners when it matters most — at the showroom. Target audience: A class consumers with high disposable income and distinguished taste, with limited free time at hand. Approach: So we created a poster campaign that reflects the German engineering philosophy, overcomes language barriers in this multi-cultural region/market and of course, attention-grabbing. Using typography design.