Execution

THE CHALLENGE PETRONAS and Mercedes-AMG were about to take their partnership to the next level by developing their first car together: the A45 AMG. We wanted to announce their partnership through the Liquid and Metal in Action campaign. But how would we first get peoples’ heads around the concept in an engaging way? THE SOLUTION We asked people to put liquid and metal to work for themselves by setting up an interactive wall in our biggest shopping mall. Users were able to take a literal swipe at mixing the two elements together. Each attempt resulted in a different component of the car being formed.