Mercedes-Benz: 2018 Auto Show


For the 2018 Montreal and Toronto Auto Shows, we were tasked with two asks for Mercedes-Benz Canada.

Mercedes me Connect

The first ask was to create the experience of an entire room dedicated to Mercedes me Connect, a mobile app and entire ecosystem that connects the drivers with their car in myriad useful and engaging ways.

The app itself allows the driver to check on the status of various elements of their vehicle, remote lock/unlock the car, send an address to the GPS from your phone and much more.

To bring the experience of the app to life, we created an experience that featured a demo of a car in London, UK, with a CSR rep on hand to demonstrate — live — several core features with live-streamed video footage of the car itself displaying the results.

We also partnered with Makelab to set up a photo booth that custom-printed visitors’ selfies onto their own Mercedes me keychain, as well as a glowing art wall of the Mercedes me script logo.

Social

The second ask was to create the social posts for key vehicles and the booth as a whole, spanning Facebook, Twitter, and Instagram Posts and Stories. The new G-Class, Project-ONE, AMG GLC 63 and other vehicles were the heroes we focused on across these key social platforms, with posts running over the course of the Auto Show.


Credits

Executive Creative Director: Trent Thompson
Associate Creative Directors: Ian Martin, Angela Hamil
Art Directors: Stuart Thursby, Jayme Fairbridge
Copywriters: Owen Milburn, Jason Ip, London Choi, Domenique Raso
Photographer: Renaud Robert
Partners: MakeLab, Piddi Design, Flare
Client: Mercedes-Benz Canada
Agency: BBDO Canada
Year: 2018

 

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