Title	THE BATTLE CONTINUES.
Brand	MERCEDES-BENZ
Product/Service	MERCEDES-BENZ
Category	D01. Social Video
Entrant	GRUPPO RONCAGLIA Rome, ITALY
Idea Creation	GRUPPO RONCAGLIA Rome, ITALY
Production	3EMME&2A Milan, ITALY

Name	Company	Position
Carla Leveratto	Gruppo Roncaglia	Creative Director
Marco Fresta	Gruppo Roncaglia	Creative Supervisor
Bruno Puntura	Gruppo Roncaglia	Senior Copywriter
Lorenzo Lorato	Gruppo Roncaglia	Client Service Director
Federico Lombardi	Gruppo Roncaglia	Account Supervisor
Elisa Lucaccini	Gruppo Roncaglia	Video Editor

The Campaign

The creative idea was to pay homage to Ferrari by launching a challenge because, like all athletes, they have competition in their blood. So, a green AMG GT-R challenged Ferrari directly in Maranello, her own home. The film starts with a red cloth covering a car and creating suspense, before revealing the competition. The cloth represents the metaphor for the challenge launched for 2018.

Creative Execution

We shot a video for Facebook, close to the victory of the Mercedes-AMG Petronas Team, which describes the concept of the challenge between them. We uploaded it on the Mercedes-Benz Italia profile, the video reached Formula 1 fans all over the world, spreading the news virally and ending on the leading international newspaper.

In 5 days: • Over 200 articles on international newspaper • Over 2 millions reach • Over 900.000 views

Italy is a country of Ferrari’s Lovers. A difficult context to celebrate the victory of the Mercedes-AMG Petronas Team without provoking Formula 1 fans. The only way was to recognize the greatness of an opponent like Ferrari, paying them homage without loosing the taste for the competition. Moreover, considering the importance of the F1 supporters, we wanted to engage them. That's why we chose a social media channel, Mercedes-Benz Italia Facebook profile, where both team's fanbase is large and really active.