Title | MASTERPIECES OF A MASTERPIECE |
Brand | MERCEDES-BENZ MALAYSIA |
Product / Service | E-CLASS |
Category | B06. Use of Ambient Media: Large Scale |
Entrant | BBDO MALAYSIA Kuala Lumpur, MALAYSIA |
Idea Creation | BBDO MALAYSIA Kuala Lumpur, MALAYSIA |
Production | STUDIO 20TWELVE Kuala Lumpur, MALAYSIA |
Name | Company | Position |
---|---|---|
VJ Anand | BBDO Malaysia | Executive Creative Director |
Lay Jian Yi | BBDO Malaysia | Creative Director |
Shune | BBDO Malaysia | Creative Director |
Lila Talitha | BBDO Malaysia | Senior Art Director |
Niamh Spurr | BBDO Malaysia | Copywriter |
Vanessa Gan | BBDO Malaysia | Associate Account Director |
Zyra Khirudin | BBDO Malaysia | AV PRIODUCER |
Loh Lin Shan | Studio 20 Twelve | Photographer |
Moses Wee | BBDO Malaysia | Account Executive |
Derrik Yaw | Graph Studio | Director |
South Ong | Graph Studio | Director of Photography |
Rafiq Ridzwan | BBDO Malaysia | Head of Planning |
Jeremy Kuan | BBDO Malaysia | Strategic Planner |
As most car advertisements look the same our objective for this sustenance campaign was to do something outstanding. We wanted to illustrate the amazing features in a new and alluring manner, to tempt consumers to apply for a test drive.
A series of light painting artworks were developed based on the exceptional features of E-Class - the car becomes the brush and the light, the strokes. Thus, enabling the E-Class to create masterpieces that draw out the unique essence of itself in a truly unforgettable way.
The artworks successfully turned heads – achieving over 2.5 million impressions which led to a spike in test drive requests that is still ongoing.
We believed challenging this work of art to create masterpieces of its own would achieve this – thus the Masterpieces of a Masterpiece Showcase was born.