Title	DATA FOR GOOD.
Brand	MERCEDES-BENZ
Product/Service	MERCEDES-BENZ
Category	A04. Data Visualisation
Entrant	GRUPPO RONCAGLIA Rome, ITALY
Idea Creation	GRUPPO RONCAGLIA Rome, ITALY

Name	Company	Position
Carla Leveratto	Gruppo Roncaglia	Creative Director
Riccardo de Angelis	Gruppo Roncaglia	Art director
Rubens Coppi	Gruppo Roncaglia	Copywriter
Elisa Lucaccini	Gruppo Roncaglia	Videomaker
Lorenzo Lorato	Gruppo Roncaglia	Client Service Director
Marco Fresta	Gruppo Roncaglia	Creative Supervisor
Federico Lombardi	Gruppo Roncaglia	Account Supervisor
Tia Portelli	Gruppo Roncaglia	Account Manager Supervisor
Valeria Cinelli	Gruppo Roncaglia	Social Media & Community Manager
Marta Galiazzo	Gruppo Roncaglia	Social Media Strategist

The Campaign

Telemetry is like a black box that contains driver’s emotions and talent in the shape of raw data. For the first time in F1 history we unsealed telemetry (an invaluable secret for any F1 Team) and we interpreted its data to realize the first work of generative art born from a F1 prototype. What could do the job better than an artwork for a charity auction? We used a trade secret born with commercial aims (from telemetry data comes a big part of MB products development) for an act of charity.

• Data enhanced consumer experience: The guests of the charity night could see how the artwork is born. As a live performer, the drawing machine started to draw at the beginning of the event and finished the artwork few minutes before Nico Rosberg signed it. • Data driven behavior change: The artwork was sold during the auction and the proceeds were spent to realize projects for young people in need. • Business impact: Promoter and, in the same time, actor of the charity night organized by Laureus Onlus, Mercedes-Benz reinforced once again his role as a social responsible brand.

We portrayed the human side of data. Telemetry parameters (registered by F1’s sensors) conveyed sensations of the driver that was driving the car toward victory. At the end, like a painter, a drawing machine translated the link between technology and human being into a graphic artwork.

For the first time in F1 History, Mercedes-Benz in partnership with Mercedes AMGF1 unsealed telemetry data. We chose data of the most exciting lap of Nico Rosberg in the Monaco GP where he won! We wrote an algorithm that translates data of speed and latitudinal acceleration into emotional Bezier Curves. To create the best link between car and human being, we chose the parameters that mostly impact on driver’s body and emotions. During a charity night organized by a Foundation involved in supporting young people in need with sport-related project, we got to touch the heart of Mercedes guests, an audience strictly connected to the world of sports. In general, we meant to create an event relevant for Mercedes-Benz followers and every F1 lover.