Eurobest

Millboard

PUBLICIS EMIL BENELUX, Brussels / MERCEDES BENZ / 2021

Awards:

1 Bronze Eurobest
1 Shortlisted Eurobest
Presentation Image
Demo Film
Supporting Content
Supporting Content
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Overview

Entries

Credits

Overview

Background

Mercedes-Benz is ambitious when it comes to reducing its CO2 emissions as a global manufacturer. From 2022, all of their factories worldwide (over 100 locations) will obtain their electricity exlusively from renewable sources – and this is just one of many sustainability initiatives. This work was staged to highlight the scale of the brand’s intentions to a global audience, and to inspire other organisations, regardless of sector, to take similar and steps.

Strategy

The strategy was to make an iconic visual statement that would communicate the scale of Mercedes-Benz’ sustainability intentions. To amplify the message globally, content was created featuring the installation for use in a worldwide awareness campaign.

Execution

The installation required weeks of research & development with scaled testing to acheive the light and smoke effect at this extreme scale. High-intensity lighting designed for spacecraft applications combined with ultra-light powerpacks calibrated to work within the low weight tolerances of the rotor blades were created specifically for the task. They were attached to the rotor tips by abseiling technicians. The immense ‘Milboard’ logo was illuminated over a period of 6 nights.

Outcome

The brand installation was visible for miles around and situated close to a busy motoryway where 45,000 people passed by daily. During the campaign period, over half a million people saw this imposing brand installation locally. Content featuring the wind turbine transforming into the Mercedes-Benz star amplified its message globally and has been seen by millions worldwide with +464% increase in reach and +965% increase in interactions compared to the brand campaign benchmark.

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