Mercedes-Benz Film Grow Up [full film] by Antoni Agency

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Grow Up [full film]

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Industry Cars
Media Film
Market Germany
Agency Antoni Agency
Chief Creative Officer Andre Kemper
Executive Creative Director Matthias Schmidt
Creative Director Veit Moeller
Art Director Wolfgang Warzilek, Sol Oh
Production Iconoclast
Director Gustav Johansson
Released October 2016


Lions Entertainment 2017
Entertainment Audiovisual Branded Content: Online: Fiction Series Bronze Lion

Credits & Description

Title: Grow Up
Agency: Antoni
Brand: Daimler Ag
Country: Germany
Entrant Company: Antoni, Berlin
Advertising Agency: Antoni, Berlin
Production Company: Iconoclast, Paris / Nhb, Berlin / Iconoclast, Berlin / Recom Art, Berlin
Chief Creative Officer & Founder: André Kemper (Antoni)
Managing Partner & Founder: Dr. Tonio Kröger (Antoni)
Executive Creative Director: Matthias Schmidt (Antoni)
Creative Director: Veit Moeller (Antoni)
Art Director: Sol Oh (Antoni)
Writer: Sebastian Lyman (Antoni)
Executive Producer: Mark Róta (Antoni)
Head Of Digital Design: Nuno Marcelino (Antoni)
Managing Director: Nils Schwemer (Iconoclast Germany Gmbh)
Managing Director: Nicolas Lhermitte (Iconoclast Germany Gmbh)
Director: Gustav Johansson (Iconoclast Germany Gmbh)
Executive Producer: Jan Dressler (Iconoclast Germany Gmbh)
Line Producer: Tim Augustin (Iconoclast Germany Gmbh)
Director Of Photography: Niklas Johansson (Iconoclast Germany Gmbh)
Script Development: Peter Glanz (Iconoclast Germany Gmbh)
Head Editing: Sam Ostrove (Cut + Run)
Post Production Supervisor Iconoclast: Kadir Alkan (Iconoclast Germany Gmbh)
Colorist: Sofie Friis Borup (Company 3, New York)
Score Composer: Petter Tarland (Universal Music Publishing Ab)
Music Writer: Petter Winnberg (Universal Music Publishing Ab)
Music Supervisor: André Brink (Universal Music Publishing Ab)
Art Director: Wolfgang Warzilek (Antoni)
Sound Engineer: Wenke Kleine-Benne (Nhb Studios Berlin Gmbh)
Account Director: Philipp Schnitzler (Antoni Gmbh)
Account Manager: Amelie Harich (Antoni Gmbh)
Client Service Director: Wiebke Hellerung (Antoni Gmbh)
Account Director: Sophie Hansen (Antoni Gmbh)
By tapping into the cultural realities that our new adults were experiencing, we sparked conversation and debate to the tune of 3,767,342 total likes and comments on our owned channels, and coverage in new places like Billboard Magazine and High Snobiety. 21 markets around the world are running the campaign, with total views across all channels reaching 6,7 million, leading to an 809% increase in visits to the compact cars section on and total social reach across all channels of over 86 million.Most importantly, for the first time, a younger audience saw how Mercedes-Benz can be a part of their lives.
To make Mercedes-Benz relevant in culture for a younger audience, we chose to entertain - not sell. Instead of commercials about car features, our goal was to tell stories that created a deeper emotional connection with our audience.This meant dealing with themes other brands shy away from. It meant creating films with real conflict, real consequences, and flawed characters. It meant treating the product as a background character instead of the hero. It meant making people think.In content and craft, we saw the competition for our audience’s attention as a Netflix show - not simply a car commercial.
Campaign Description:
To modernize the perception of Mercedes-Benz, we redefined what it really means to “grow up”."Grow up" is a brand campaign about rewriting the rules of life set by previous generations, bringing the values of Mercedes-Benz into 2017.Traditional versions of success like getting a job, getting married, starting a family and driving a Mercedes have evolved for present day. Our story-driven campaign explores the new realities faced by the next generation of adults.
The “Grow up” campaign was the most extensive content production in brand history, with over 190 unique assets. The flagship pieces were these five short films, each one reinterpreting the status quo of a traditional life for present day. All the films subtly incorporated a new compact car, which users could learn more about on our responsive campaign hub. Introducing a new face in A$AP Rocky also brought the Mercedes-Benz traditions of style and design to 2017, and organically brought the brand back into the Millennial cultural conversation at launch.The films were released on the Mercedes HQ YouTube channel as well as the campaign hub, and will be promoted throughout the year by dozens of international markets on their own social channels.
We had to get our five new compact cars considered by a new generation of drivers. These younger drivers couldn't see how Mercedes-Benz related to their lives. Mercedes-Benz was a badge of success that showed you were slowing down, not starting life's adventures. Instead of marketing the five compact cars of Mercedes-Benz (A-Class, B-Class, CLA Coupe, CLA Shooting Brake and GLA) with separate campaigns, we decided to bring them together under a single brand platform for the first time.For this younger driver to care, we needed an approach that went beyond conventional advertising. We chose to entertain through content. A universal campaign idea that was human-centric (versus product feature focused) allowed us to demonstrate our understanding of the trials and difficulties of modern adult life, and tell stories that connected with a global audience.
Mercedes-Benz is viewed as a traditional symbol of success for an older generation. We had to get our five new compact cars considered by a new generation of drivers; drivers that wouldn’t dare be seen in the car that their parents own.