Industry Craft > Photography
OGILVY, Shanghai / MERCEDES / 2022
Overview
Credits
Cultural / Context information for the jury
In 2020, Covid shut down air travel entirely for Chinese residents.
While it was a disaster for airlines, it was an opportunity for Mercedes…
As luxury Chinese travellers still wanted to see the world in style, so they traded business-class for G-Class… Mercedes’ ultimate luxury 4x4.
We brought this to life by promoting travel within China, showing some of China’s most iconic – and highest – landmarks as though seen from the window of an car – mimicking typical travel photos from planes. This showed how the peerless off-road abilities and luxury feeling of the G-Class can still elevate travellers, even in 2020.
Locations:
Nuerjia Canyon, Xinjiang - 4265ft
Ganzi District, Sichuan - 14271ft
Yangshuo Mountain, Guilin - 3051ft
Nanxiong District, Guangdong - 3346ft
Tell the jury about the photography. Do not name the photographer.
The art direction was carefully crafted to be a meeting of two worlds. On one side, it mimicked the feeling of looking out an airplane window - miles above the landscape... on the other, it created the feeling of sitting inside a luxury 4x4. Together, this showed how even during travel lockdown in China, luxury travellers can still rise above the clouds in style, when they 'Travel G-Class'
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