Magical Garage
Mercedes-Benz innovations campaign
Innovations, more magical than ever.
For our innovations campaign we went to the one iconic place where many innovative companies have started: a garage. And since we're talking about the inventor of the automobile itself this one garage is quite extraordinary.
Welcome to the Magical Garage. Inside four distinctive features come to live in exaggerated and heightened experiences: intelligent comfort, immersive sound, automated driving and digital extras.
Aboard a floating car seat, our protagonist embarks on a fantastic ride immersing herself in into surreal worlds. The result is a fantastic journey that playfully blurs the boundaries between reality and metaphor.
Moving away from the car and towards an extraordinary experience.
For the still imagery of the campaign, the surreal character is continued and transformed into eye-catching quick reads. Next to the protagonist in their floating seat conceptual environments unfold.
Otherwise very technical automotive topics and complex technologies are emotionalized in a truly fascinating way, strengthening the brand's innovative power and emphasising Mercedes' luxury identity.
The campaign was further expanded into actual physical experiences at Mercedes-Benz' own branded studio in Munich as well as the Paris Motor Show. There the Magical Garage was set up a the gardens of Musée Rodin.
© 2024 CWEI — Arnt Christmann & Simon Cazzanelli