2018 Print & Outdoor Craft

IMAGE

ClientMERCEDES-AMG PETRONAS MOTORSPORT
Category A01. Art Direction
TitleIMAGE
Product/ServiceFORMULA 1
Entrant ANTONI Berlin, GERMANY
Idea Creation ANTONI Berlin, GERMANY
Credits
Name Company Position
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.