Title | TOUGH CONVERSATIONS |
Brand | MERCEDES-BENZ VANS |
Product / Service | X-CLASS |
Category | A05. Automotive |
Entrant | THE ROYALS Melbourne, AUSTRALIA |
Idea Creation | THE ROYALS Melbourne, AUSTRALIA |
Idea Creation 2 | MERCEDES-BENZ VANS Mulgrave, AUSTRALIA |
PR | OF CHARACTER Melbourne, AUSTRALIA |
Production | THE ROYALS Melbourne, AUSTRALIA |
Production 2 | WHOOSHKAA Sydney, AUSTRALIA |
Production 3 | SAFARI Ashwood, AUSTRALIA |
Production 4 | FINCH Sydney, AUSTRALIA |
Name | Company | Position |
---|---|---|
Nick Cummins | The Royals | Creative Partner |
Andrew Siwka | The Royals | Managing Partner |
Clara Tang | The Royals | Group Account Director |
Michaela Futcher | The Royals | Head of Strategy |
Matt Davies | The Royals | Planning Director |
Lewis Farrar | The Royals | Senior Copywriter |
Adam Frazer | The Royals | Senior Art Director |
Fiona Gillies | The Royals | Senior Producer |
Kate Dinon | Of Character | Managing Director |
Sarah Green | Of Character | Head of Media Relations |
Michael Hilliard | Finch | Executive Producer |
Corey Esse | FINCH | Executive Producer |
Christopher Nelius | FINCH | Director |
Jordan Maddocks | FINCH | Director of Photography |
Clare McGrath | FINCH | Producer |
Julie-Anne de Ruvo | FINCH | Editor |
Dylan Stephens | Risk Sound | Sound Designer |
Corey Layton | Whooshkaa | Content and Marketing Director |
Jess Bineth | Whooshkaa | Executive Producer |
Jess Hamilton | Whooshkaa | Producer |
Adam Connelly | Whooshkaa | Sound Engineer |
Andrew Englisch | Safari | Photographer/Content Director |
Nigel Camilleri | Safari | Producer |
Ed Gurr | Safari | Camera Operator |
Henry Rollins, a man who has lived through his own evolution, from punk-rock icon to respected social commentator, comes to Australia to discover how toughness has evolved. Driving the new X-Class across Australia he talks to people from all walks of life, including; world champion surfer Mick Fanning, APRA Songwriter of the Year (2018) Adam Briggs and Lord Mayor of Sydney Clover Moore. Henry’s journey explores the true nature of Australian toughness, challenging the cultural conventions around what makes someone or something tough. His interviews and observations create an engaging, culturally relevant and entertaining documentary that speaks to the heart of Australia’s cultural identity. Taking a more progressive view on Australian toughness allowed Mercedes-Benz to break stereotypes of the ute and enter the market for the very first time. It presented all Aussies with a tough vehicle they could relate to and broadened the appeal beyond tradies and weekend warriors.