Mercedes-Benz Digital Key to Viano by Lukas Lindemann Rosinski, Markenfilm

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Key to Viano

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Industry Cars
Media Digital, Interactive & Mobile
Market Germany
Agency Lukas Lindemann Rosinski
Agency Markenfilm
Released June 2012


Epica Awards 2012
Media Innovation Media Innovation - Alternative Media Silver

Credits & Description

Agency (city): Lukas Lindemann Rosinski, Hamburg
Creative Director(s): Arno Lindemann, Bernhard Lukas, Marcus Kremer, Thomas Heyen
Copywriter(s): Teja Fischer, Tobias Schröder
Art Director(s): Moritz Frehse
Production Company (& City): Markenfilm Crossing GmbH, Hamburg
Agency Producer(s): Jascha Oevermann, Gero Quast
Regisseur: Daniel Schmidt (Doku) / Tibor Glage (Content)
Cameraman: Fabian Hothan
Prod. Co. Exec. Producer: Oliver Hack
Prod. Co. Producer: Martin Schön
Motion Graphics & 3D: Liga 01, Hamburg
Visual Effects: freshlabs GbR
Post Production: Markenfilm Crossing GmbH

The agency Lukas Lindemann Rosinski redesigned the subway station in Berlin Friedrichstrasse to create a media installation that blurred the lines between classical OOH advertising and interactive entertainment. Each time a remote car key was operated – no matter which brand of car – the sliding door of a Viano opened on the screen. Different kinds of passengers stepped out of the vehicle: a samba dance group, female body-builders, or a huge robot, every sequence illustrating the roominess of the Viano passenger compartment. With a bit of luck participants captured the film clip showing a liveried chauffeur who invited them on a Viano ride. On location the Mercedes-Benz Vans promotion staff escorted the lucky winner to one of the Viano shuttles already waiting. Instead of taking the tube, the winners continued their journey in exclusive VIP rides to their Berlin destinations.