Mercedes-Benz: Gullwing

Mercedes-Benz asked us to get people excited about the release of the SLS AMG at the 2009 Frankfurt Auto Show. Jung von Matt/Alster, Hamburg needed to use traditional media in a new and unseen way.Solution:Gorgeous styling, 571 horsepower, and a top speed of over 300 kph make the SLS AMG a supercar. But its gullwing doors make it an icon. So we created a simple announcement poster and placed it into glass-covered billboards, leaving the glass doors open, gullwing style. We worked with JCDecaux to modify the doors to open further. Result: The media truly became the message, and the launch of the SLS AMG became the talk of the town.

Advertising Agency: Jung von Matt/Alster, Hamburg, Germany
Creative team: Jonas Keller
Executive Creative Directors: Armin Jochum, Deneke von Weltzien
Creative Director: Thimoteus Wagner
Art Director: Jonas Keller
Copywriter: Daniel Pieracci
Designer: Andreas Wagner

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14 comments

Anov Communication's picture
Anov Communication
42 pencils

I'm not quite sure with the billboard's visual by itself ... should looks like mostly to the interior ... my point of view

CrackerJackWorks's picture
CrackerJackWorks
10034 pencils

really like this. Hope they can pull it off one day.

funky_frogii's picture
funky_frogii
2538 pencils

very nice.........

Infected by a virus called CREATIVE | "And ya I Love Everything"
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Brainsugar's picture
Brainsugar
1580 pencils

F*****g good!

Hibon's picture
Hibon
3731 pencils

Simply great idea.

Simple ideas are the best !

shitix-'s picture
shitix-
227 pencils

*The medium is the message.*

-- Quite Right McLuhan.

fucking timing

xcreativity's picture
xcreativity
2374 pencils

ahaha different from everything before i've seen, good one!

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hilazon's picture
hilazon
150 pencils

very clever. love it!

andyStock's picture
andyStock
666 pencils

Simple, clever and original, I really like it!!!

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lucdesaulniers's picture
lucdesaulniers
1147 pencils

Hum, not sure it's that great. It's a billboard. Supposed to be seen while driving by. Will it be decoded or details that make the concept (the gull wings) be "read" in a flash. Think not. Nice but failed.

perromalo's picture
perromalo
429 pencils

Brilliant. Smart. The only problem is that you need to know the car in order to understand the concept. I am sure that a very very small bunch of people will get it...hopefully those that can afford to buy the car. Not me.

rajat chauhan's picture
rajat chauhan
8 pencils

cool impact

dsklan's picture
dsklan
1927 pencils

cant believe the local authorities admitted this...
...they done this for 10min. for the photo

the_lizard_king's picture
the_lizard_king
1255 pencils

Very smart thinking. great job. After all its all about creativity.

And then GOD said...
Let there be creativity!!!

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