| Title | OBSESSION WITH AN ICON |
| Brand | DAIMLER |
| Product/Service | MERCEDES-BENZ SL 500 |
| Category |
E04. Other Packaging |
|
Entrant
|
DAIMLER Stuttgart, GERMANY
|
|
Idea Creation
|
ANTONI Berlin, GERMANY
|
Credits
| Marcell Francke |
antoni GmbH |
Creative Director |
| Tilman Gossner |
antoni GmbH |
Creative Director |
| Mathias Wilke |
antoni GmbH |
Art Director |
| Matti Lietsch |
antoni GmbH |
Copywriter |
| Erick Barrios |
antoni GmbH |
Copywriter |
| Amelie Harich |
antoni GmbH |
Account Executive |
| Atsuko Kudo |
Atsuko Kudo |
Designer |
| Jeff Bark |
Management Artists |
Director |
The Campaign
The first car hand-wrapped in latex. A packaging, that translates this obsession in the most fashionable way by using a sensual material: latex. Highlighting its iconic shape by hiding it.
Creative Execution
Since a car has never been packaged in latex, a specialist was needed: Atsuko Kudo – the world’s most renowned designer for outstanding latex couture, trusted by celebrities.
During the preparation process, Atsuko and her team created countless prototypes, glued together 260 square meters of latex by hand (stripe by stripe) and built a 32 feet wooden-platform equipped with 96 feet of suction tubes to fit 4 high-performance suckers.
After that, the SL was rolled on the platform, carefully wrapped in latex and connected to the suckers, which removed all the air from the installation. Within minutes, the latex fully embraced the entire SL 500, showing more and more of its iconic contours and lines and creating an art object that captured the car’s shape.
Indication of how successful the outcome was in the market
An unusual packaging, the fashion world was obsessed with. The SL 500 hand-wrapped in latex became part of one of the most successful fashion campaigns in Mercedes-Benz history. Visitors of the Fashion Week as well as designers and models with strong media attention recognised and shared it quickly.
The hand-wrapped SL 500 was covered by relevant blogs, renowned magazines like e.g. VOGUE and tabloid TV shows, reaching its highest TV PR-value of all time, generating a total PR value of 19,1m€.
It became a global conversation in the fashion-world, shaping the brand’s image as a leading design competence.
Mercedes-Benz became an important sponsor in the fashion world to underline its design competence, fashion credibility and reach a young, progressive and mostly female audience. The key is to create a real brand experience. As for the SL 500, this was achieved by wrapping the entire car in the fashionable material latex. It created a visual experience that strongly linked fashion with the design of the SL 500.