Cannes Lions
BBDO CHINA, Shanghai / MERCEDES BENZ / 2019
Overview
Entries
Credits
Background
The Mercedes-AMG GT is a beast on the road. In China, Mercedes-AMG was launching the 4-door edition of the GT for the very first time. The beast was now family friendly.
Execution
We had a great challenge. We needed to build the beast and make it look ferocious while also tapping in to its paternal side. He cared; he was a family man. We did not want to force a smile or an overreaction. We also incorporated all elements from the dad on to the kid to accentuate resemblance and make it picture-perfect. We wanted to capture a perfectly genuine moment between the dad and the kid. It is a perfect family portrait shot.
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