| Title | OBSESSION WITH AN ICON |
| Brand | DAIMLER |
| Product/Service | MERCEDES-BENZ SL 500 |
| Category |
E03. Special Build |
|
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 |
Brief Explanation
The SL 500 was the first car hand-wrapped in latex. So it had to be done by the best in the business: Atsuko Kudo–renowned for outstanding latex couture and trusted by global celebrities.
For preparation, she created countless prototypes, glued together 260 square meters of latex by hand and built a 32 feet wooden- platform equipped with 96 feet of suction tubes to fit 4 high-performance suckers.
The SL 500 was then 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, creating an art installation that captured the car’s shape; highlighting its iconic shape by hiding it.
It was displayed during the FashionWeek, attracting visitors to the iconic SL 500 shape like they have never experienced it before.