|Title||THE COLOUR OF CALM|
|Product / Service||MERCEDES-BENZ AUTOMOBILES|
|Category||A03. Cars & Automotive Products & Services|
|Entrant||BBDO ASIA Singapore, SINGAPORE|
|Idea Creation||BBDO ASIA Singapore, SINGAPORE|
|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.
Creating this book allowed people to have an immediate association with Mercedes-Benz vehicles, with each one offering drivers peace of mind thanks to the range of safety features available. This then also allows us to communicate the benefits of our range of models to our target audience in a clear and relevant manner.
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.