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MERCEDES-BENZ AT THE IAA 2007: THE ROAD TO THE FUTURE
| See full size 1696x1157 px | |
| Released: | May 2008 |
| Advertiser: | MERCEDES-BENZ  |
| Agency: | ATELIER MARKGRAPH |
| Country: | Germany |
| Category: |
Cars
|
| Awards: |
Cannes Lions 2008 Design Gold
|
| Tags: |
Cannes 2008
Case study
|
Credits:
Type Of Entry: Corporate or Brand Identity
Category: Environmental Design: Semi-Permanent
Title: THE ROAD TO THE FUTURE
Advertiser/Client: DAIMLER
Product/Service: MERCEDES-BENZ AT THE IAA 2007
Advertising Agency, City: ATELIER MARKGRAPH, Frankfurt
Country: GERMANY
Design/Advertising Agency, City: ATELIER MARKGRAPH, Frankfurt
Country: GERMANY
2nd Design/Advertising Agency, City: KAUFFMANN THEILIG & PARTNER, Ostfildern
Country: GERMANY
Category: Environmental Design: Semi-Permanent
Title: THE ROAD TO THE FUTURE
Advertiser/Client: DAIMLER
Product/Service: MERCEDES-BENZ AT THE IAA 2007
Advertising Agency, City: ATELIER MARKGRAPH, Frankfurt
Country: GERMANY
Design/Advertising Agency, City: ATELIER MARKGRAPH, Frankfurt
Country: GERMANY
2nd Design/Advertising Agency, City: KAUFFMANN THEILIG & PARTNER, Ostfildern
Country: GERMANY
Credit Details:
| Name | Position | Company |
| Diverse | Lighting | TLD Lichtplanung |
| Diverse | Construction | Ernst F. Ambrosius & Sohn |
Brief/Objectives/Goals:
2007. Fuelled by the current discussion on climate change, the issue of sustainable mobility defines the IAA more strongly than any previous auto show. People are eager to see what Mercedes-Benz will present - what solutions will the premium carmaker offer as a way of uniting individual mobility and the environment in harmony? The implementation is astonishing, yet logical: beneath the dome of the historic Festhalle, in the atrium of a three-storey lamella construction, a 50-metre media-driven 'Road to the Future' provides a Carwalk for the vehicles and technology that drive sustainable mobility. On display: large, animated images of forward-looking drive concepts like BLUETEC and F-CELL. Carwalk orchestrates a three-dimensional choreography of film, light and sound, and forms the hub of the surrounding exhibition. In 'TecTalk', Mercedes-Benz engineers give visitors straight answers to their questions. Three communication levels, one message: fascination for cars - and responsibility for environmentally friendly mobility.