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