Cannes Lions

Grow Up

ANTONI, Berlin / DAIMLER / 2017

Awards:

1 Bronze Cannes Lions
3 Shortlisted Cannes Lions
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Overview

Entries

Credits

OVERVIEW

Description

To modernize the perception of Mercedes-Benz, we redefined what it really means to “grow up”.

"Grow up" is a brand campaign about rewriting the rules of life established by previous generations, bringing the values of Mercedes-Benz into 2017.

Traditional versions of success like getting a job, getting married, starting a family and driving a Mercedes have evolved for present day. Our story-driven campaign explores the new realities faced by the next generation of adults.

Execution

The “Grow up” campaign was the most extensive content production in brand history, with over 190 unique assets. The flagship pieces were these five short films, each one reinterpreting the status quo of a traditional life for present day. All the films subtly incorporated a new compact car, which users could learn more about on our responsive campaign hub.

Introducing a new face in A$AP Rocky also brought the Mercedes-Benz traditions of style and design to 2017, and organically brought the brand back into the Millennial cultural conversation at launch.

The films were released on the Mercedes HQ YouTube channel as well as the campaign hub, and will be promoted throughout the year by dozens of international markets on their own social channels.

Outcome

By tapping into the cultural realities that our new adults were experiencing, we sparked conversation and debate to the tune of over 3,7 million total likes and comments on our owned channels, and coverage in relevant places like Billboard Magazine and High Snobiety.

21 markets around the world are running the campaign, with total views across all channels of 6,7million leading to an 809% increase in visits to the compact cars section on Mercedes-Benz.com and total social reach across all channels of over 86 million.

Most importantly, for the first time, a younger audience saw how Mercedes-Benz can be a part of their lives.

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