Mercedes-AMG Film, Digital, Case study AMG Growls by Net#work BBDO Johannesburg

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AMG Growls

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Industry Cars
Media Film, Digital, Interactive & Mobile, Case study
Market South Africa
Agency Net#work BBDO Johannesburg
Executive Creative Director Brad Reilly
Art Director Steven Tyler
Copywriter Kyle Jacobson
Production Flare
Released March 2018


Loeries Africa Middle East 2018
Digital & Interactive Communication Social Media - Type A Bronze

Credits & Description

Category: Automotive
Media: Digital
Brand: Mercedes
Agency: BBDO
Geo: South Africa
Client: Mercedes-Benz SA
Agency: Net#work BBDO, Johannesburg
Country: South Africa
Chief Creative Officer: Mike Schalit
Director: Steven Tyler
Director: Kyle Jacobson
Executive Creative Director: Brad Reilly
Art Director: Steven Tyler
Copywriter: Kyle Jacobson
Brand Representative: Selvin Govender
Editor: Ryan Paikin
Cinematography: Kyle Jacobson, Steven Tyler
Film Production Company: Flare
Media Agency: ByDesign Communications
Strategist: Michael Blunden
Published: March 2018
We wanted to get South Africans to celebrate the one thing AMGs are most notorious for, that majestic growl. So Instead of making ads, we made a series of unbranded content videos that did just that. And instead of posting them from AMG's owned media channels, we kept the integrity of the content, and we seeded these unbranded videos on popular South African Facebook groups.