ICONS UNITED

ABOUT

BRING ICONS AND ALL TYPES OF MODERN LIFESTYLE TOGETHER TO CREATE ORIGINAL MOMENTS, TURNING MERCEDES-BENZ LUXURY BRANDS INTO CULTURE AND CONSUMERS INTO FANS. AN IMMERSIVE MULTI DAY EVENT AROUND THE VALUES OF AMG, MAYBACH AND G-CLASS IN THE HEART OF MUNICH DURING IAA, HIGHLIGHTING ONE BRAND PER NIGHT, TO CREATE MOMENTS THAT BUILD AND ESTABLISH THEM AS CONTEMPORARY ICONS OF LUXURY.

SCOPE OF WORK

AGENCY:

AVANTGARDE

ROLE:

CONCEPT AND STORYTELLING LEAD, DEVELOPING ROOF IDEA AND STORYLINE THAT ENROLLED INTO EVERY SINGLE PIECE OF AN IMMERSIVE EXPERIENCE.

CREW:

CREATIVE DIRECTOR, ACCOUNT DIRECTOR, SENIOR ART DIRECTOR, HEAD OF ARCHITECTURE, DESIGN TEAM, COPYWRITER.

TIMELINE:

6 MONTHS FROM BRIEF TO EXPERIENCE.

O2

MERCEDES-BENZ EQ