Mercedes A-Class with Alice Moitié

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Nº 2 in the Mercedes "Grow Up" campaign - Mercedes A Class.
Campaign overview on Behance with all five models

Grow up. Spend time with family.

“Spend Time with Family” is the story of Natasha and Kate, a once-inseparable couple facing a decision that could permanently rupture them, or force them to double down on their relationship....a lovely illustration about the evolution of commitment (and, by extension, family)" - Adweek (Ad of the day)

See the A-Class on mercedez-benz.com/growup with more film and images.

Antoni's "Grow Up" campaign is the most extensive content creation in the history of Mercedes-Benz, centred around short films featuring, respectively, the A-Class, B-Class, CLA Coupé, CLA Shooting Brake and GLA models.

We were honoured to work with CD Veit Moeller and young photographer Alice Moitié on the stills to accompany each movie - printing and re-scanning, adding grain to create a strong analogue film look, with CGI elements helping with the practical aspects of a worldwide campaign.

Watch the film, produced by Iconoclast.
"Our competition isn’t ads, they’re real films, real TV shows. Stealing four minutes from the time people would be watching their favourite show on Netflix is a tall order, so we tried to be honest with ourselves with what people might actually be interested in." - Veit Moller, Creative Director (LBB editorial interview)

The campaign's media locations are as bold and eyecatching as the rest of the execution, with colossal end-of-wall murals featuring single shots or montages from the campaign, and big bold statement cubes in high traffic areas.

The murals were individually painted by artists directly onto the walls in each location, watch the amazing process here!

See the A-Class on mercedez-benz.com/growup with more film and images.

More images of the campaign in situ on our blog here

The campaign has drawn wide praise for its radical approach:

"Mercedes-Benz’s Most Ambitious Marketing Project Yet Is All About What It Means to Grow Up Tackling the evolution of luxury ... and, well, life" - Adweek (Ad of the Day)

"Mercedes-Benz's Biggest Content Campaign to Date May Make You Think Really Deeply About Your Life"- Ad Age (Editor's Pick - Creativity)

"It’s hard to make a good car ad these days. Audiences are bored of the slick fare they are usually offered, and yet most clients still really, really want that shot of the beautiful new vehicle driving around the cliff edge. In this new set of films, those scenic shots are there ...nestled in among a set of stories that are intriguing, and at times a little darn bleak....These new films make a welcome addition to the car-ad-as-short-film genre and sure beat the average shiny car spot." - Creative Review

Also featured by Hypebeast, Campaign and High Snobiety.

The campaign on Behance

• Overview of the "Grow Up" campaign

• A-Class. Grow up. Spend time with family.
• B-Class: Grow up: Be a good parent
• CLA Coupé: Grow up. Get a job.
• CLA Shooting Brake: Grow up. Settle Down
• GLA: Grow up. Start a family.

Credits

Client: Mercedes Benz
Agency: Antoni
Creative Director: Veit Moeller
Photographer: Alice Moitié

Post Artists:

Jonas Braukmann, June Lee, Stephanie O'Connor / Recom Berlin

Thomas Saalfrank, Julia Ackermann, Daniel Mattes, Marion Trenkler / Recom Stuttgart
Pêpe Alram, Kate Brown / Recom Farmhouse

CGI Artists:
Sebastian Schierwater / Recom Berlin
Kristian Turner, Anna Toporova / Recom Farmhouse

Art Buyers: Emanuel Mugrauer, Valerie Opitz, Marjorie Jorrot
Production: Iconoclast Germany

See our selection of the campaign images on recomfarmhouse.com

Recom Farmhouse is on Instagram, Facebook and Twitter!
More work at recomfarmhouse.com and our blog madlove.net.