Mercedes-Benz Promo, Case study TRANSPARENT WALLS by Jung Von Matt/Alster Hamburg

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TRANSPARENT WALLS

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Industry Cars
Media Promo & PR, Case study
Market Germany
Agency Jung Von Matt/Alster Hamburg
Director Mortimer Hochberg
Executive Creative Director Sascha Hanke
Creative Director Jens Paul Pfau, Tobias Grimm, Jo Marie Farwick
Copywriter Florian Hoffmann, Jan-Hendrik Scholz, Alphons Conzen, Henning Robert
Producer Justin Niklas Mundhenke
Account Supervisor Sven Doerrenbaecher
Released January 2011

Credits & Description

Category: Best Use of Ambient Media: Large Scale
Advertiser: DAIMLER
Product/Service: CAR SAFETY SYSTEM
Agency: JUNG von MATT
Agency: JUNG von MATT
Date of First Appearance: Jan 24 2011
Entrant Company: JUNG von MATT, Hamburg, GERMANY
Executive Creative Director: Sascha Hanke (Jung von Matt)
Creative Director: Jo Marie Farwick (Jung von Matt)
Creative Director: Jens Pfau (Jung von Matt)
Creative Director: Tobias Grimm (Jung von Matt)
Art Direction: Benjamin Busse (Jung von Matt)
Art Direction: Damjan Pita (Jung von Matt)
Account Supervisor: Sven Doerrenbaecher (Jung von Matt)
Agency Producer: Jannik Endemann (Jung von Matt)
Graphic Design: Samuel Huber (Jung von Matt)
Copywriter: Florian Hoffmann (Jung von Matt)
Art Direction: Frederico Gasparian (Jung von Matt)
Copywriter: Henning Robert (Jung von Matt)
Copywriter: Jan-Hendrik Scholz (Jung von Matt)
Director: Mortimer Hochberg (Erste Liebe Filmproduktion)
Producer: Justin Mundhenke (Erste Liebe Filmproduktion)
Interactive Producer: Sascha Kurfiss (Jung von Matt)
Copywriter: Alphons Conzen (Jung von Matt)
Account Manager: Dajana Crantz (Jung von Matt)
Account Assistent: Marijke Fißer (Jung von Matt)
Media placement: Outdoor Projection - Hamburg/Germany - 24.01.2011

Insights, Strategy & the Idea
For 125 years Mercedes-Benz has been developing innovations such as PRE-SAFE, which detects potential hazards in time to make traffic safer for everyone.

We wanted to explain this unique feature also to those, who do not drive a Mercedes-Benz.

Creative Execution
To demonstrate the principle of PRE-SAFE, we filmed hardly visible streets at dangerous intersections and projected the image onto the buildings in front of them. This way, everyone was literally able to see through the walls for the first time and identify dangers just in time.

Results and Effectiveness
Our unique advertising effort which not only explained PRE-SAFE, but also made traffic a little bit safer, was a huge success.

It wasn’t only talk of the town, but also generated a huge buzz within the online community around the world.