Nº 6 in the Mercedes "Grow Up
" campaign - Mercedes GLA
"Grow Up. Start a family"
'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
, CLA Coupé
, CLA Shooting Brake
and GLA models
"My personal favourite is ‘Start a family’ because it’s not the typical, perfect family story. It’s messy, it’s complicated, it’s real. While shooting the argument scene in the desert... we all had the same smile on our faces: “Yes, that’s exactly like it is in real life.”
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 montages from the campaign, and big bold statement cubes in high traffic areas.
The shots accompany these short films directed by Gustav Johansson and 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)
Jonas Braukmann, June Lee, Stephanie O'Connor / Recom Berlin