MOUSTACHE EMBLEM by BBDO Toronto for Mercedes-Benz

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MOUSTACHE EMBLEM

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Industry Cars
Media Design & Branding
Market Canada
Agency BBDO Toronto
Art Director Dan Cantelon
Copywriter Ryan Grosman
Producer Kay Izzard
Account Supervisor Diana Nelson
Released November 2011

Credits & Description

Category: Point of Sale
Advertiser: MERCEDES-BENZ CANADA
Product/Service: MOVEMBER SPONSORSHIP
Agency: BBDO TORONTO
Senior Vice President/Executive Creative Director: Peter Ignazi (BBDO Toronto)
Senior Vice President/Executive Creative Director: Carlos Moreno (BBDO Toronto)
Vice President/Associate Creative Director/Art Director: Linda Carte (BBDO Toronto)
Art Director: Dan Cantelon (BBDO Toronto)
Copywriter: Ryan Grosman (BBDO Toronto)
Producer: Kay Izzard (BBDO Toronto)
Production Artist: Evan Dermit (SGL Studios)
Account Director: Adam Lang (BBDO Toronto)
Account Supervisor: Diana Nelson (BBDO Toronto)
Account Executive: Alex Potter (BBDO Toronto)
Production House: (SGL Studios)
National Marketing Communications: Jay Owen (Mercedes-Benz Canada)
Media placement: Poster - In-store - November 14, 2011

Describe the brief from the client
Mercedes-Benz wanted to let Canadians know that they are a proud sponsor and supporter of Movember - an organisation that encourages men to grow moustaches for the month of November, to raise money for prostate cancer research.

Describe the challenges and key objectives
With only a small budget, we wanted to create a poster that was smart, simple and easy to execute. We could not afford to shoot original photography.

Describe how you arrived at the final design
We wanted to create a simple visual that represented both Mercedes-Benz and moustaches. Our solution was to crop the famous and well-known Mercedes-Benz logo in such a way that it looked like a moustache. As well, we placed the emblem on an abstract background reminiscent of car paint to create a simple, yet impactful visual.

Give some indication of how successful the outcome was in the market
The posters were put up in Mercedes-Benz dealerships so that both customers and employees would be aware of Mercedes-Benz’s support of Movember.