Cannes Lions

Dare to dream

ROYAL FILM COMPANY, Stuttgart / MERCEDES BENZ / 2019

Film
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Overview

Entries

Credits

Overview

Background

Because we can’t show much of the future technology of In-Car Entertainment, we symbolize the immersive experience in a metaphorical way. It’s weird, funny, ironic, cool and fast-paced, maybe a little bit over the top, but a perfect match for the target audience, which are first and foremost young gamers, social media enthusiasts and digital natives. To grab their attention we pick up on existing gaming and internet culture as well as memes and combine them with the Mercedes-Benz automotive world. The goals are getting the viewers to participate in an online challenge to develop the future of Mercedes-Benz interior design as well as to get them excited about the future of In-Car Entertainment. They get called on to „Dare to dream.“

Execution

Our three stories focus on different aspects of the internet culture as well as to different types of future in-car entertaining-systems (full immersion, auditive, haptic).

The gamers story refers to the "typical" gaming world, with all those over-the-top-RGB-led-lighting-equipment, legendary-historical gaming memes (Star Wars kid!!!) and a lot of awkward humour. Because of its martial design we chose the AMG G-Class Variant G63.

The dancing-girl story is based in a bus - the best stage Mercedes-Benz has to offer. Here we refer the whole instagram-filter-selfie-phenomenon as well as to recent hypes around Tik-Tok and famous Youtube-Dancing-Videos. But in a progressive, adult way.

The Cat-Lady refers to the wealthy focus group of high class MB-Cars as the S560 Cabrio. Here we combine a rich, but cold and distant lady with THE internet-hype: cat memes. Due to the charming cats the lady transforms in a much more chilled and friendly person.

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