Traffic accidents happen in fast and difficult situations, where drivers don’t react correctly.

The safety systems from Mercedes-Benz scan the road with their radars and cameras. In other words, the safety systems perfectly read the road and help drivers by preventing danger as soon as it appears.

We dramatized complicated traffic situations as tongue twisters and literally narrated them from the perspective of the safety systems - fast and flawlessly.

We wrote an original tongue twister describing a real-life traffic situation.

The main challenge was coming up with a story that made sense within the word restrictions of a tongue twister, finding the right rhythm and alliterations plus making it specifically fit the safety system. In the end, the tongue twister highlighted the benefit of the feature.

An illustrator was given the freedom to interpret the tongue twister. It was important to have clever transitions that fitted exactly the fast pace of the copy - each frame fits a word.

A tongue twister had never been executed by mixing illustrations and typography. Our goal was to use techniques as fast and innovative as the safety systems themselves. The artist left his personal mark.

We produced a series of animations that highlighted Mercedes-Benz competence when it comes to safety innovations. At the same time, we helped to change the brand’s perception by reaching a young and progressive audience. The animations were shared on social media and design blogs around the world.