Mercedes-Benz: Magazine Corner

See what lies beyond headlights with Night View Assist.

Challenge: Even the most powerful headlights have limits. For that reason, Mercedes-Benz offers Night View Assist, which uses infrared technology to enable its driver to see what cannot normally be seen at night. We were asked to show the effectiveness of Night View Assist in an interesting and memorable way.

Solution: In our print solution, the media becomes the message when the viewer folds down the page corner, and it points out a deer on the side of the road. It´s exactly what Night View Assist does for its driver, even on the darkest of nights.

Result: Traffic to the Mercedes-Benz website went up, and dealers noticed increased interest in the Night View Assist feature.

Advertising Agency: Jung von Matt/Alster Hamburg, Germany
Executive Creative Directors: Deneke von Weltzien
Creative Directors: Thimoteus Wagner, Christian Fritsche
Art Directors: Jonas Keller, Sönke Busch
Copywriter: Daniel Pieracci
Grafik Designer: Dennis Wagner, Matthias Heyde
Photographer: Alexander Hafemann (Getty Images)
Published: December 2009

17 comments

Guest's picture
Guest

very interesting! i like it congrats!

capywriter's picture
capywriter
5511 pencils

only if you pull that corner exactly in the correct way...

brucirello's picture
brucirello
180 pencils

I disagree. When you attempt to pull the corner and you see the arrow, it's easy to assume where it'd point. Therefore, I think it's pretty cool.

Guest's picture
Guest

Clever.

capywriter's picture
capywriter
5511 pencils

The arrow just points down... nobody pulls down a page exactly like that. By the way, big chance that you'll have that arrow between your finger tips while pulling it down...
The idea is ok, but it feels like it's trying too hard.

beingofageoldgrace's picture
beingofageoldgrace
342 pencils

its perforated

Guest's picture
Guest

like it :)

Guest's picture
Guest

The arrow could be pointing at anything.......

tirthomitro's picture
tirthomitro
2764 pencils

great innovation!!

they showed me a picture & i laughed
dignity has never been photographed

hufflepoff's picture
hufflepoff
430 pencils

Execution is not especially original, but cool idea!

atb2005's picture
atb2005
13567 pencils

@the_capywriter

You fold the page down at the dotted line (you see it?). So the dotted line is there to tell you how far you should pull the corner.

Great campaign. Engaging and memorable.

dsklan's picture
dsklan
1927 pencils

der trick mit dem knick und die masche mit der lasche....aaaalt!

keithstoeckeler's picture
keithstoeckeler
425 pencils

What a smart idea. Nice job.

Manish Sharma's picture
Manish Sharma
45 pencils

Nicely done!

brandingworthspreading's picture
brandingworthsp...
648 pencils

Very nice way to convey the message.

Guest's picture
Guest

smart. And I don't talk about the car

velle's picture
velle
1550 pencils

like!

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