Title	CHICKEN
Brand	DAIMLER
Product/Service	MERCEDES-BENZ
Category	A07. USE OF MUSIC
Entrant Company	JUNG von MATT Stuttgart, GERMANY
Advertising Agency	JUNG von MATT Stuttgart, GERMANY
Production Company	BIGFISH FILMPRODUKTION Berlin, GERMANY

Name	Company	Position
Robert Herter	Jung Von Matt AG	Creative Direction
Lukasz Brzozowski	Jung Von Matt AG	Creative Direction
Lucas Osis	Jung Von Matt AG	Art Director
Nico Baumann	Jung Von Matt AG	Writer
Christoph Köhler	Jung Von Matt AG	Agency Producer
Sebastian Fahlbusch	Jung Von Matt AG	Agency Producer
Darek Stöhr	Jung Von Matt AG	Project Manager
Julia Körte	Jung Von Matt AG	Project Manager
Sonja Stockmann	Jung Von Matt AG	Project Manager
Daniel Warwick	Freelancer	Director
Michael Schreitel	Freelancer	Photographer
Andrea Roman/Perse	Big Fish	Producer
Uwe Spiller	Big Fish	Producerproducer
Daniel Späth	Big Fish	Producer
Marty Schenk	Freelancer	Editor
Candy Mountain	Candy Mountain	Post Production

Brief Explanation

To demonstrate 'Magic Body Control', a highly effective stability system of Mercedes-Benz, we used an unexpected approach: dancing chickens. Since chickens are able to keep their heads still no matter how their bodies move, they provide a perfect parallel to Magic Body Control. The success was remarkable: The dancing chickens gathered 11 million views on Youtube and inspired several parodies – even one from Mercedes-Benz' direct competitor Jaguar.

Creative Execution

We licensed the 80s disco hit 'Upside Down' by Diana Ross which we considered to be the ideal musical complement: Its elegance fits perfectly to the brand, its lyrics support the visuals and its rhythm let the hens show their dancing skills.