The core idea is simple, and utilizes text metaphors based on words that share at least one letter. Find two terms that figuratively should not cross each other and you have a dangerous “crossword”. Where does this dangerous “crossword” reach the target group best? Of course, directly where it happens.

After deciding upon a pair of words, that quickly gets into the viewer’s mind, we figured out that applying street tape would be the fastest, cleanest and most controllable execution. This resulted in enormous scales: the letters itself had a height of around 10 meters, giving the “TITANIC” 50 meters length, and the “ICEBERG” even 90 meters with a total amount of 700 m2 of street tape. In the night of the setup all ingredients came together. During the 7 hours’ night shift, the camera crew recorded from every angle, and digital billboards were installed for bystanders in the area. Shortly after the making-of went online through the social media channels of Mercedes-Benz.

Besides countless stunned viewers in the banking district of Frankfurt and news coverage, the making-of reached hundreds of thousands of views on social media, shaping the image of the brand as safety-driven AND entertaining.