BBDO Malaysia creates masterpieces for the launch of Mercedes-Benz’s latest E-Class sedan
BBDO Malaysia has helped Mercedes-Benz Malaysia launch their 10th generation E-Class; a luxury sedan that integrates technology with sophistication and art.
The launch campaign involves a series of artworks created to reflect the car’s agility, dubbed a ‘Masterpiece of intelligence’, through the use of long-light exposure techniques. As a result, ‘The Masterpieces of a Masterpiece’ showcase was born.
The work was shot in absolute darkness and stunt drivers had to drift while relying on sheer instinct and experience. Cranes, flame resistant gear and a lot of patience were also required in order to take the perfect shot.
Commenting on launch campaign, Lay Jian Yi, Creative Director at BBDO Malaysia said, “The E-Class is a Masterpiece in its segment – a perfect combination of logic and emotion. In light of that, we wanted to do something that’s more than just a regular car ad; something that evokes emotion. Every piece of artwork was created using the car, showing off its features. This was a collaborative effort between agency and client, and what started off as a film transcended into a showcase of art.”
Credits –
General Manager: Farrah Harith McPherson
Business Director: Andrea Ma
Executive Creative Director: VJ Anand
Creative Director: Lay Jian Yi, Lee Tak Shune
Art Director: Talita Mutiara
Copywriter: Niamh Spurr
Associate Account Director: Vanessa Gan
Account Executive: Moses Wee
Producer: Zyra Khirudin
Photographer: Loh Lin Shan
Production: Studio 20 Twelve
3 Comments
This looks interesting. Love the crafting by Studio 20 Twelve. Are there any more in the series? How are the artworks used? DM? Exhibition? or do they end up on posters/print with a logo?
Another agency taking claim of others work. Budapest transport
https://creators.vice.com/en_us/article/8qvnek/30000-leds-transform-speeding-trains-into-electric-light-paintings
absolutely no clue as to what sells cars Im afraid…client equally guilty for buying this.