AIDBAG by Jung Von Matt/Spree Berlin for Mercedes-Benz


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Industry Cars
Media Design & Branding
Market Germany
Agency Jung Von Matt/Spree Berlin
Executive Creative Director Mathias Stiller, Till Eckel
Creative Director Peter Gocht, Christian Kroll
Art Director Javier Suarez Argueta
Copywriter Bjoern Ingenleuf
Released January 2012

Credits & Description

Category: Promotional Item Design
Advertiser: DAIMLER
Product/Service: MERCEDES BENZ
Agency: JUNG von MATT
Executive Creative Director: Mathias Stiller (Jung Von Matt)
Executive Creative Director: Till Eckel (Jung Von Matt)
Creative Director: Christian Kroll (Jung Von Matt)
Creative Director: Peter Gocht (Jung Von Matt)
Art Director: Javier Suarez Argueta (Jung Von Matt)
Copywriter: Bjoern Ingenleuf (Jung Von Matt)
Account Manager: Stefanie Gombert (Jung Von Matt)
Account Manager: Marie Braun (Jung Von Matt)
Agency Producer: Julia Cramer (Jung Von Matt)
Art Buyer: Marjorie Jorrot (Jung Von Matt)
Head Of Marketing: Damir Maric (Daimler)
Media placement: Bag Collection - Flagship Store Berlin, Event Fashion Week Berlin - 17.01.2012

Describe the brief from the client
For the anniversary of the airbag, our client Mercedes-Benz wanted a promotion that positions the brand as socially responsible and as a driver of innovation in the field of safety. They also wanted to open up the brand to a younger, design-oriented target audience.

Describe the challenges and key objectives
The challenges were to collect enough used airbags for a whole collection and to find a designer who was able to work with this high-tech fabric at a premium level. Another challenge was that every AIDBAG tells its own lifesaving story, so every AIDBAG had to be unique in its design. The key objective was to stay as close as possible to the original form of an airbag and still design a bag collection that meets the highest fashion standards.

Describe how you arrived at the final design
The final design is the result of the objective to stay as close as possible to the original form of the airbag. The stitching on the outside refers to the unique lifesaving stories, which are told in detail on a label on the inside of the bag.

Give some indication of how successful the outcome was in the market
The premiere at Berlin Fashion Week got a lot of attention and was a huge success for the AIDBAG. Since then, the complete first edition of the AIDBAG has sold out and its revenue donated. The second edition is already in production and there are plans to collaborate with a world famous designer. For Mercedes-Benz, it’s clear that the AIDBAG will become a regular item in its product range.