The new C-Class. Stay in your comfort zone.
We’ve heard the story: if you want to be successful, you have to leave your comfort zone. Until now.
Because Mercedes-Benz invites you to do the opposite: relax inside your luxurious comfort zone. Here’s the new Mercedes-Benz C-Class. Redefining what a comfort zone can be. But not only that. It’s a global campaign that helps change the brand’s positioning from premium to luxury. Even if that means stepping out of our own comfort zone.
Magic happens inside your comfort zone.
For our campaign stills we extended the comfort zone around the C-Class. It’s a metaphorical interpretation with striking imagery. Breaking with conventions of traditional automotive photography. Our conceptual approach brought luxury into every detail. From styling, set design and a unique cast. Almost magical.
Work hard,
rest hard.
Welcome to the motivational proverbs of the internet age. Where Google, Pinterest boards and Instagram tell you how to lead a better life. With empty words and clichés.
We juxtaposed these statements of self-improvement with confident characters who step out of their hamster wheels.
– Yoga
– Dancer
– Wheel
Director Campaign Film: Jordan Hemmingway
Director Campaign Snippets: Daniel Sannwald
Photographer Campaign Stills: Clemens Ascher
Production company: Akkurat
Creative Direction/Agency: antoni
Creative Directors: Christian Kies, Christopher Hoene
Concept & Copy: Daniel Duhn, David Kaufmann
Art Direction: Tim Groetzinger, Tatiana Pakhmutova
Client: Mercedes-Benz