Title | IMAGE |
Brand | MERCEDES-AMG PETRONAS MOTORSPORT |
Product/Service | FORMULA 1 |
Category |
A01. Art Direction |
Entrant
|
ANTONI Berlin, GERMANY
|
Idea Creation
|
ANTONI Berlin, GERMANY
|
Credits
Marcell Francke |
antoni Garage |
Executive Creative Director |
Patrick Klebba |
antoni Garage |
Creative Director |
Christian Kies |
antoni Garage |
Creative Director |
Matti Lietsch |
antoni Garage |
Copywriter |
Mathias Wilke |
antoni Garage |
Art Director |
Matthias Schmidt |
antoni Garage |
Chief Creative Officer |
Cultural/Context information for the jury
In our campaign, we communicate the fact that the Mercedes-AMG Petronas F1 team didn't have time to realize a big campaign for the season start. Therefor our copies sound as if they were written under extreme time pressure: rough, bumpy, a little bit desperate and far away from perfect. To create humor, we carefully chose a dry and serious tonality with a subtle touch of irony. This had the effect that our copies feel a like serious statements rather than a joke - even though they are a punchlines. A good contribution to our overall goal: A series of entertaining ads that could've been made by someone who had never made an ad before.