Cannes Lions

BEASTS

BBDO CHINA, Shanghai / MERCEDES BENZ / 2019

Digital Proof JPG
Demo Film
Digital Proof JPG
Supporting Images
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Overview

Entries

Credits

Overview

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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2023, MERCEDES BENZ

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