With "Grow up.", Mercedes-Benz took a new approach to marketing communications. The most extensive content creation in the history of the brand had been realized for the five models of the compact-car family.
With more than 100 moving-image sequences and over 90 lifestyle and product images, stories of a new generation were being told. The campaign focused on people caught between the coolness of adolescence and the squareness of adulthood who embodied the attitude to life of the new compacts. One of the main characters was the US rapper A$AP Rocky. The campaign launched in early March 2017.
'Grow Up.' was much more than a major campaign about model series. It was a further move forward by the brand as a whole towards more modernity, progressivism, and dynamism across the entire brand identity of Mercedes-Benz. With 'Grow up.', by reinterpreted traditional values and attitudes towards Mercedes while showcasing their modern-day interpretation and relevance within generations x and y. Realized in collaboration with the agency Antoni, 'Grow Up.' was an unconventional campaign, which, in terms of its consistent digital focus and the mechanics of its content, did not immediately come across as advertising.
The campaign's media locations were as bold and eye-catching as the rest of the execution, with colossal end-of-wall murals featuring single-shot montages from the campaign, and big bold statement cubes in high-traffic areas.
My creative expertise as a Senior Art Director played a vital role in bringing this campaign to life. I collaborated closely with a talented team of artists, designers, and other creative professionals, managing and guiding them throughout the creative process. Together, we ensured that the campaign reflected the essence of each movie while effectively conveying key messages and enticing audiences.