Mercedes-Benz: Shiftography - Overtime

Makes hard work easier to handle. The new Mercedes-Benz Sprinter with innovative ECO Gear manual transmission.

People in the Sprinter target group don’t do nine-to-five jobs. Night shifts, overtime and unscheduled events place new demands on human and machine every day. It’s a good job that the new Sprinter with six-speed gearbox adapts perfectly to the individual needs of its drivers. To show that it is on hand to make light work of hard tasks, we developed the first ever font to be generated from real gear change manoeuvres: Shiftography. To generate the font, we tracked the gear change manoeuvres during a courier driver’s night shift. A complete alphabet was created from the various gear changes. Watch the documentation: http://vimeo.com/85438562

Advertising Agency: Lukas Lindemann Rosinski, Hamburg, Germany
Art Directors: Sön Becker, Christian Baur
Copywriters: Jan Hoffmeister, Tim Esser
Account representative: Knut Simons
Postproduction (Film): Markenfilm Crossing GmbH
Producer: Martin Schön
Camera: Jakob Süss
Regie: Kai Klinke
Edit: Artur Boruch
VFX: Artur Boruch
Technichal installation: Adnen Abdallah

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3 comments

salamandos's picture
salamandos
1947 pencils

Quite forced.

kleenex's picture
kleenex
27210 pencils

Nice idea for a font, but still awful ads.

time travelling ad guru's picture
time travelling...
35 pencils

nice type idea

ads are good but clouds are better

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