The EQS is the new purpose-built luxury-flagship of Mercedes-Benz. Its importance is similar to the arrival of a spaceship within Daimler. Many people worked extremely hard to make this campaign and car a reality. Our task was to create a global launch that does this vehicle justice.
The result is a campaign that breaks with the conventions of car advertising in an iconic and progressive way. Fully integrated, highly modular and worldwide.
Besides the advertising campaign we created the digital world premiere for the EQS. Over many continents, with international stars such as James Cameron and Alicia Keys we created an event that was launched on all digital media platforms world wide.
Watch the entire show on YouTube.
The G-Class from Mercedes-Benz has been nearly unchanged since its very first model from 1979. Its unique silhouette and characteristic details make it a design icon. For the launch of the new G-Class in January 2018 at the Detroit Auto Show we celebrated the off-roader’s unique DNA.
Following the example of nature, one original G-Class from 1979 was encased in resin. 90 days of production, 45 tons of resin and just one try. The artwork welcomed the visitors of the Detroit Auto Show and became the trade fair’s most photographed image. It spread – in press as well as social media – across the globe.
The cube became the heart of our campaign. We produced teasers, trailers and a product-film for the launch of the new G-Class.
To celebrate Mercedes-Benz we created a spread for all major german newspapers that highlights its technological role in autonomous driving.
Our biggest competitor became an unwilling part of our celebrations:
With a small shot at their much shorter history.
For the first time since the Nazi Government, right-wing parties are on the upswing. In such a difficult time, Hitler’s “Mein Kampf“ can be published once again after its 70-year copyright expired in 2016.
To encourage people to stand up against right-wing extremism, we stand against the re-publication of Hitler’s "Mein Kampf" with an open-minded book: "Mein Kampf – against racism"! Exactly at the same time of publication, the same title and layout as the original. Our counterbook features 11 people and their courageous battle against racism. With 168 pages in 11,000 books. Available in every bookstore in Germany and via Amazon we are fighting back.
All images by Dominik Butzmann
