Scholz & Friends Berlin GmbH (GERMANY)
|Mercedes-Benz Transporter, "Danger Doesn't Announce Itself" Campaign|
"Grandma", "Kids" & "Deer"
Agency (city): Scholz & Friends Berlin
Creative Director(s): Martin Pross, Matthias Spaetgens, Robert Krause
Copywriter(s): Christian Brandes
Art Director(s): Joerg Waschescio
Photographer(s): Alex Rank
Account Manager: Joseph Hoehnow, Anna Gabriel
Postproduction: F. A. Cesar
Art Buying: Kirsten Rendtel
Objective: Drivers have to be able to steer Mercedes-Benz transporters perfectly, even when they are fully loaded. Even if the driver has to swerve quickly, they should never lose control of the vehicle. Adaptive ESP makes sure this is the case in all Mercedes-Benz transporters. The goal was a solution that was as loud as possible, and had the aim of making the target group aware that safety is also the top priority when it comes to commercial transporters.
Concept: Given that dangerous situations aren’t announced publicly in advance, electronic swerving aids help drivers to stay in control of their vehicle, even when a nasty surprise occurs. We create awareness of this by illustrating the unlikely event, where an upcoming source of danger is actually announced on the radio and on posters.
Target Audience: Craftsman