Cannes Lions

The Eyes

BBDO ASIA, Singapore / MERCEDES BENZ / 2016

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Overview

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Credits

OVERVIEW

Description

To communicate the benefit of Blind Spot Assist which is available on the Mercedes-Benz GLC, we created posters that used vector art to form the visual of eyes. We then used vector objects that one would normally find in their blind spots to form the pupil of an eye. This creates a visual that catches people’s attention, then drawing them to the benefit of this feature in a unique way.

Execution

Using vector art, and a unique style of art direction, we create a series of visual-led posters that seem to take on the shape of an eye. However, in place of the pupil, we used vector art to form the shape of objects a driver might find in their blind spots.

Outcome

This campaign increased awareness surrounding the Mercedes-Benz GLC, which then led to increased sales.

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