Published: March 2017Short rationale: With "Grow up.", Mercedes-Benz is taking a new approach to marketing communications. The most extensive content creation in the history of the brand has been realised 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 will be told until the end of this year. The campaign focuses on people caught between the coolness of adolescence and the squareness of adulthood who embody the attitude to life of the new compacts. One of the main characters is the US rapper A$AP Rocky. The campaign launches in early March 2017."'Grow up.' is much more than a major campaign about model series. It is a further move forward by the brand as a whole towards more modernity, progressivism and dynamism across the entire brand identity of Mercedes-Benz," says Dr. Jens Thiemer, Vice President Marketing Mercedes-Benz Cars, outlining the goal of the campaign. "With 'Grow up.', we are reinterpreting traditional values and attitudes towards Mercedes while showcasing their modern-day interpretation and relevance within generations x and y. Realised in collaboration with our agency antoni, 'Grow up.' is an unconventional campaign, which, in terms of its consistent digital focus and the mechanics of its content, does not immediately come across as advertising." CreditsChief creative officer, founder: Andre KemperExecutive creative director: Matthias Schmidt, Martin ProssCreative director: Veit MoellerArt director: Sol OhWriter: Sebastian LymanAdditional credits: Managing partner: Dr. Tonio KrogerExecutive producer: Mark RotaCreative director, digital: Thomas Heinz, Veit MoellerHead of digital design: Nuno MarcelinoProduction: Iconoclast Germany GmbHManaging director: Nils Schwemer, Nicolas LhermitteDirector: Gustav JohanssonExecutive producer: Jan DresslerLine producer: Tim Augustin, Bjorn KrugerDirector of photography: Niklas JohanssonMusic (stories): Universal Music Publishing ABScore composer: Petter Winnberg, Adam Hagstrand, Petter TarlandArtists: Petter Winnberg feat. MishCattPetter Sebastian feat. El Pero Del MarPetter Sebastian feat. Amanda BergmanPetter Sebastian feat. KleerupMusic (anthem): Universal Music Publishing ABSong: Let me tryProduction (stills): Iconoclast Germany GmbHExecutive producer: Jan Dressler, Felix MondinoPhotographer: Alicr MoitieOnline/web special: Pixelpark AGProject manager: Maximilian Burket