2012 Results

CAT 24 - Media Innovation - Alternative Media (MI)


Jung von Matt AG (GERMANY)

Mercedes-Benz B-Class F-CELL, "The Invisible Drive"24-01773-MI

Agency (city): Jung von Matt AG, Hamburg

Creative Director(s): Michael Ohanian, Jonas Keller, Martin Strutz

Copywriter(s): Michael Ohanian

Art Director(s): Jonas Keller, Andreas Wagner

Production Company (& City): Markenfilm-Crossing GmbH, Hamburg

Global Chief Creative Officer: Armin Jochum

Chief Creative Officer: Thimoteus Wagner, Goetz Ulmer, Fabian Frese

Designer: Daniel Soares

Director: Daniel Schmidt

Cinematographer: Jakob Suess

Tina Rentzsch: Post Production

Martin Schoen: Producer

Bettina Ackermann/Christoph Schultz: Programmer

Daniel Schmidt: Editor


The Mercedes-Benz F-CELL is the first hydrogen-powered car, which is ready for series production. With a spectacular action we draw a suitable attention to this innovation: We made people experience F-CELL the same way the environment does – like it's not even existent.
In practice: We disguised the B-Class F-CELL with mats out of LEDs on the one side and fixed a camera on the other side of the car. The camera filmed everything that happened behind the vehicle and transferred every action directly to the LED mats.
The effect: The B-Class fused completely with its surrounding and became invisible for the passersbay in the immediate vicinity.