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绕口令-自行车手
案例简介：结果 我们制作了一个动画，突出了梅赛德斯-奔驰在安全创新方面的能力。与此同时，我们通过接触年轻和进步的观众，帮助改变了品牌的感知。这部动画在世界各地的社交媒体和设计博客上分享。 概要 梅赛德斯-奔驰致力于防止交通事故，使街道对每个人都更安全。从第一次碰撞测试到安全气囊，他们一直是安全创新的先驱。作为智能驾驶辅助套件的一部分，梅赛德斯-奔驰发布了一系列新的安全系统，可用于大多数车型。我们的任务是以消费者友好的方式传达这些高科技安全系统。动画的预算是 10k 欧元。这部电影在该品牌的社交媒体渠道上全球共享。 执行 我们写了一篇描述现实交通状况的原创绕口令。主要的挑战是想出一个在绕口令的字数限制内有意义的故事，找到正确的节奏和头韵，并使其特别适合安全系统。最后，绕口令强调了这一特征的好处。插图画家被赋予了解释绕口令的自由。重要的是要有巧妙的过渡，完全符合副本的快速速度 -- 每一帧都适合一个单词。绕口令从来没有通过混合插图和字体来执行。我们的目标是使用安全系统本身一样快速和创新的技术。这位艺术家留下了他的个人印记。 活动描述 交通事故发生在快速和困难的情况下，司机反应不正确。梅赛德斯-奔驰的安全系统用雷达和摄像机扫描道路。换句话说，安全系统完美地读取道路，并帮助司机防止危险一旦出现。我们将一个复杂的交通状况戏剧化为一个绕口令，并从安全系统的角度字面上讲述了它 -- 快速而完美。 战略 梅赛德斯-奔驰希望改变自己的看法，被视为一个以人为中心、更进步、更平易近人的品牌，以接触更年轻的顾客。因此，当新的智能驾驶辅助包推出时，我们选择了一种有趣的调性: 关注现实生活中的情况，以现代轻松的方式传达产品优势。由于我们的目标是年轻观众，我们的媒体策略主要在网上开展这项活动。
绕口令-自行车手
案例简介：Outcome We produced an animation that highlighted Mercedes-Benz competence when it comes to safety innovations. At the same time, we helped to change the brand’s perception by reaching a young and progressive audience. The animation was shared on social media and design blogs around the world. Synopsis Mercedes-Benz is committed to preventing traffic accidents and making the streets safer for everyone. From the first crash test to the airbag, they have been a pioneer when it comes to safety innovations.As part of the Intelligent Drive Driving Assistance package, Mercedes-Benz released a new series of safety systems available in most of its car models. Our task was to communicate these high-tech safety systems in a consumer-friendly way.The budget for the animation was 10K Euros. The film was shared globally on the brand’s social media channels. Execution We wrote an original tongue twister describing a real-life traffic situation. The main challenge was coming up with a story that made sense within the word restrictions of a tongue twister, finding the right rhythm and alliterations plus making it specifically fit the safety system. In the end, the tongue twister highlighted the benefit of the feature.An illustrator was given the freedom to interpret the tongue twister. It was important to have clever transitions that fitted exactly the fast pace of the copy - each frame fits a word.A tongue twister had never been executed by mixing illustrations and typography. Our goal was to use techniques as fast and innovative as the safety systems themselves. The artist left his personal mark. CampaignDescription Traffic accidents happen in fast and difficult situations, where drivers don’t react correctly. The safety systems from Mercedes-Benz scan the road with their radars and cameras. In other words, the safety systems perfectly read the road and help drivers by preventing danger as soon as it appears.We dramatized a complicated traffic situation as a tongue twister and literally narrated it from the perspective of the safety system - fast and flawlessly. Strategy Mercedes-Benz wants to change its perception and be seen as a human-centered, more progressive and approachable brand to reach younger customers. So, when the new Intelligent Drive Driving Assistance package was introduced, we chose a playful tonality: real life situations were put into focus, communicating the product benefits in a modern and light-hearted way. Since we aimed for a younger audience, our media strategy ran the campaign mainly online.
Tongue Twisters - Biker
案例简介：结果 我们制作了一个动画，突出了梅赛德斯-奔驰在安全创新方面的能力。与此同时，我们通过接触年轻和进步的观众，帮助改变了品牌的感知。这部动画在世界各地的社交媒体和设计博客上分享。 概要 梅赛德斯-奔驰致力于防止交通事故，使街道对每个人都更安全。从第一次碰撞测试到安全气囊，他们一直是安全创新的先驱。作为智能驾驶辅助套件的一部分，梅赛德斯-奔驰发布了一系列新的安全系统，可用于大多数车型。我们的任务是以消费者友好的方式传达这些高科技安全系统。动画的预算是 10k 欧元。这部电影在该品牌的社交媒体渠道上全球共享。 执行 我们写了一篇描述现实交通状况的原创绕口令。主要的挑战是想出一个在绕口令的字数限制内有意义的故事，找到正确的节奏和头韵，并使其特别适合安全系统。最后，绕口令强调了这一特征的好处。插图画家被赋予了解释绕口令的自由。重要的是要有巧妙的过渡，完全符合副本的快速速度 -- 每一帧都适合一个单词。绕口令从来没有通过混合插图和字体来执行。我们的目标是使用安全系统本身一样快速和创新的技术。这位艺术家留下了他的个人印记。 活动描述 交通事故发生在快速和困难的情况下，司机反应不正确。梅赛德斯-奔驰的安全系统用雷达和摄像机扫描道路。换句话说，安全系统完美地读取道路，并帮助司机防止危险一旦出现。我们将一个复杂的交通状况戏剧化为一个绕口令，并从安全系统的角度字面上讲述了它 -- 快速而完美。 战略 梅赛德斯-奔驰希望改变自己的看法，被视为一个以人为中心、更进步、更平易近人的品牌，以接触更年轻的顾客。因此，当新的智能驾驶辅助包推出时，我们选择了一种有趣的调性: 关注现实生活中的情况，以现代轻松的方式传达产品优势。由于我们的目标是年轻观众，我们的媒体策略主要在网上开展这项活动。
Tongue Twisters - Biker
案例简介：Outcome We produced an animation that highlighted Mercedes-Benz competence when it comes to safety innovations. At the same time, we helped to change the brand’s perception by reaching a young and progressive audience. The animation was shared on social media and design blogs around the world. Synopsis Mercedes-Benz is committed to preventing traffic accidents and making the streets safer for everyone. From the first crash test to the airbag, they have been a pioneer when it comes to safety innovations.As part of the Intelligent Drive Driving Assistance package, Mercedes-Benz released a new series of safety systems available in most of its car models. Our task was to communicate these high-tech safety systems in a consumer-friendly way.The budget for the animation was 10K Euros. The film was shared globally on the brand’s social media channels. Execution We wrote an original tongue twister describing a real-life traffic situation. The main challenge was coming up with a story that made sense within the word restrictions of a tongue twister, finding the right rhythm and alliterations plus making it specifically fit the safety system. In the end, the tongue twister highlighted the benefit of the feature.An illustrator was given the freedom to interpret the tongue twister. It was important to have clever transitions that fitted exactly the fast pace of the copy - each frame fits a word.A tongue twister had never been executed by mixing illustrations and typography. Our goal was to use techniques as fast and innovative as the safety systems themselves. The artist left his personal mark. CampaignDescription Traffic accidents happen in fast and difficult situations, where drivers don’t react correctly. The safety systems from Mercedes-Benz scan the road with their radars and cameras. In other words, the safety systems perfectly read the road and help drivers by preventing danger as soon as it appears.We dramatized a complicated traffic situation as a tongue twister and literally narrated it from the perspective of the safety system - fast and flawlessly. Strategy Mercedes-Benz wants to change its perception and be seen as a human-centered, more progressive and approachable brand to reach younger customers. So, when the new Intelligent Drive Driving Assistance package was introduced, we chose a playful tonality: real life situations were put into focus, communicating the product benefits in a modern and light-hearted way. Since we aimed for a younger audience, our media strategy ran the campaign mainly online.
绕口令-自行车手
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Tongue Twisters - Biker
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