Mercedes-Benz Design & Branding HOUSE OF MIRRORS EFFECT by BBDO Santiago

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HOUSE OF MIRRORS EFFECT

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Industry Cars
Media Design & Branding
Market Chile
Agency BBDO Santiago
Executive Creative Director Jorge Espinosa
Creative Director Marcelo Correa
Art Director Fernanda Miranda, Francisco Seisdedos Cristián Seisdedos
Copywriter Andres Jamasmie
Released March 2012

Credits & Description

Category: Point of Sale
Advertiser: MERCEDES-BENZ
Product/Service: SPRINTER
Agency: BBDO CHILE
Executive Creative Director: Jorge Espinosa (BBDO)
Creative Director: Marcelo Correa (BBDO)
Art Director: Fernanda Miranda (BBDO)
Art Director: Cristian Seisdedos (BBDO)
Copywriter: Andres Jamasmie (BBDO)
Media placement: Poster Structural Graphics - Mercedes Benz Store, Av. Las Condes 12.250, Vitacura - 6 March 2012
Media placement: Poster Structural Graphics - Mercedes Benz Store, Napoleón 3275, Las Condes - 6 March 2012
Media placement: Poster Structural Graphics - Mercedes Benz Store, Isidora Goyenechea 3000, Pisos -1 Y -2, Las Condes - 6 March 2012
Media placement: Poster Structural Graphics - Mercedes Benz Store, Av. Las Parcelas 5048, Estación Central, Santiago - 6 March 2012
Media placement: Poster Structural Graphics - Mercedes Benz Store, Av. Libertador Bernardo O Higgins 1785, Santiago - 7 March 2012
Media placement: Poster Structural Graphics - Mercedes Benz Store, Av. Gladys Marín 5830 (Ex Los Pajaritos), Estación Central, Santiago. - 7 March 2012
Media placement: Poster Structural Graphics - Mercedes Benz Store, Av. José Miguel Carrera 9450, La Cisterna - 7 March 2012
Media placement: Poster Structural Graphics - Mercedes Benz Store, Panamericana Sur Kilómetro 26 1/2,Av. Jorge Alessandri 23547, San Bernardo - 7 March 2012

Describe the brief from the client
Our client Mercedez Benz was about to release the new model of their Sprinter line: spacious vans and minibuses, the biggest in the Chilean market. They asked us to create a poster that would stand out within a car dealership, and that would stress unquestionably the Sprinter's main strength: Great loading capacity.

Describe the challenges and key objectives
The objective was to draw the interest of possible buyers towards the new Sprinter, at the car dealership.

Describe how you arrived at the final design
What is the world's most spacious place, capable of holding the biggest load? Infinite space, obviously. Obvious but complex. With that idea in mind we began to work, this answer became our headache and solution.

We designed a poster measuring 110cm tall by 70cm wide and only 15cm depth, in which we developed a mechanism of mirrors and glass that resulted in a 'house of mirrors' effect. In other words the infinite repetition of reflexes inside a poster.

Give some indication of how successful the outcome was in the market
Besides the positive feedback from our target (intrigue, laughs, pictures, word-of-mouth), we achieved a 40% increase in request quotes, and cause a bigger interest towards the new Sprinter’s models.