Cannes Lions

ACTIVE LIGHT SYSTEM

SPRINGER & JACOBY MEDIA, Hamburg / MERCEDES BENZ / 2004

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Overview

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Credits

Overview

Execution

On a black page, the reader is confronted by four punched holes. Looking through these, the editorial text on the page behind can be seen. Why the reader gets an advance look at what’s coming becomes clear on turning the page and seeing the reverse: Here, the holes are recognisable as the four front headlamps (also called eyes) of a Mercedes E-Class where the Active Light System is integrated.

Outcome

Because of its unusual execution, the motif was placed only once – but in what is for us Germany’s most important publication. With success: The Mercedes-Benz Web special 'Safety' which explains the Active Light System in greater detail was visited 63% more frequently in the week following publication of the ad.

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