Cannes Lions

MERCEDES-BENZ

ELEPHANT SEVEN HAMBURG, Hamburg / DAIMLEY CHRYSLER / 2006

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When the sun shines on the Internet. On 11 March, Mercedes-Benz is celebrating Convertible Day – and has developed an unusual banner motif for the occasion. What’s unusual about it is that, at first glance, it doesn’t actually look like a banner. Internet users initially frown when their cursor suddenly starts to cast a shadow on the site. But they soon realise what’s going on – Mercedes-Benz is getting the sun to shine on the Internet for its convertibles. “Switch to summertime” is then the call to action which reveals the mystery behind the mouse’s shadow and serves as a reminder.

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