Title | THE COLOUR OF CALM |
Brand | MERCEDES-BENZ SINGAPORE |
Product / Service | MERCEDES-BENZ AUTOMOBILES |
Category | B05. Books |
Entrant | BBDO ASIA Singapore, SINGAPORE |
Idea Creation | BBDO ASIA Singapore, SINGAPORE |
Name | Company | Position |
---|---|---|
Primus Nair | BBDO Singapore Pte Ltd | Executive Creative Director |
Theophilues Tan | BBDO Singapore Pte Ltd | Associate Creative Director |
Tan Giap How | BBDO Singapore Pte Ltd | Associate Creative Director |
Tan Giap How | BBDO Singapore Pte Ltd | Art Director |
Jing Qiu | BBDO Singapore Pte Ltd | Art Director |
Theophilues Tan | BBDO Singapore Pte Ltd | Copywriter |
Tay Shi Jie | BBDO Singapore Pte Ltd | Copywriter |
Jennyson Rosero | BBDO Singapore Pte Ltd | Visualiser |
David Tay | BBDO Singapore Pte Ltd | Group Business Director |
Michelle Tan | BBDO Singapore Pte Ltd | Associate Account Director |
Foo Yong Kun | BBDO Singapore Pte Ltd | Account Executive |
Mindy Yap | BBDO Singapore Pte Ltd | Planning Director |
Inspired by the trend of adult colouring books used as a form of therapy, we created our own version of such a colouring book – one that uses the benefits of all the safety features housed within each Mercedes-Benz vehicle that offers people peace of mind.
Using several key safety features that are available in our models, we created a unique colouring book filled with intricate artwork that our audience can colour in. Each artwork piece is inspired by and matches a selected safety feature.
Since it’s release, The Colour of Calm has helped to increase awareness surrounding Mercedes-Benz vehicles and the respective innovative safety features while helping make the brand more accessible to a younger audience.
Within Singapore, a vast majority of the society undergo some form of stress. As a result, colouring books for adults have increased in sales in the last couple of years. We leveraged on this behaviour to create a form of communication that helps people literally experience the same feeling of safety and peace of mind that people can get from our range of safety features.