To explain the main technique of the Mercedes-Benz Steering Assist system, without being too technical.

By letting the audience read the exact same thing, the system does in a Mercedes-Benz.

The Road.

We therefore developed a special road typography made out of aerial photography of highways, turns, bends, roundabouts and crossings. Different kinds of road situations in where the car helps the driver to stay in his lane and react to traffic situations ahead. By reading the road.

In Outdoor, on the spot billboards were used to communicate turns, crossroads and curves ahead.

In Print we used the typography to communicate our 'Read every road' proposition.

The campaign launched April 16th 2013 so therefore no results are available yet.