Title	THE NEW A
Brand	MERCEDES-BENZ
Product/Service	MERCEDES-BENZ A-CLASS
Category	E03. Special Build
Entrant	FOLK FINLAND Helsinki, FINLAND
Idea Creation	FOLK FINLAND Helsinki, FINLAND
Media Placement	OMD FINLAND Helsinki, FINLAND
Production	VALVE MEDIA Helsinki, FINLAND
Additional Company	VALVE MEDIA Helsinki, FINLAND
Additional Company 2	IROKEESI Helsinki, FINLAND
Additional Company 3	MERCEDES-BENZ FINLAND Vantaa, FINLAND

Name	Company	Position
Tommy Mäkinen	Folk Finland	Creative Director, Copywriter
Lasse Paasto	Folk Finland	Copywriter
Antti Sevänen	Folk Finland	Junior Copywriter
Jussi Sahrman	Folk Finland	Client Director
Sanja Tamminen	Valve	Project Manager
Jotti Taival	Valve Media	Director
Kimi Issakainen	Folk Finland	Art Director
Annemi Kuusela	Valve Media	Producer
Heikki Slåen	Valve Media	Director
Jukka Eggert	Valve Media	Editor
Annika Green	MKTG	Account Director
Laura Hyvärinen	MKTG	Executive Producer
Satu Uotila	MKTG	Producer
Kristiina Railo	OMD Finland	Creative Director
Mona Pitkänen	OMD Finland	Media Planner
Markus Rauramo	OMD Finland	Creative
Kasper Jansson	Mercedes-Benz	Marketing Manager
Teemu Tallqvist	Mercedes-Benz	Product Manager
Yasemin Gustafsson	Mercedes-Benz	Marketing Assistant
Maria Hakala	Mercedes-Benz	Marketing Assistant

Brief Explanation

The creative idea was simply to replace the letter A with the new A-class at unusual advertising spaces to make a lasting impression. The solution was found at the heart of Helsinki in Mannerheimintie: the neon sign atop Hotel Marski of which the letter A would be replaced with a new A-class. The letter A in the Hotel Marski neon sign was replaced by a new Mercedes-Benz A-class for a two weeks period of time.