The G-Class from Mercedes-Benz has been nearly unchanged since its very first model from 1979. For the launch of the new G-Class in January 2018 at the Detroit Auto Show, our client asked us to celebrate the off-roader's unique DNA.
Describe the creative idea
Already outside the trade fair building all the attention should belong to the G-Class.
Therefore, a monument for the off-roader's strong genes is raised - following the example of nature.
Describe the execution
An outdoor installation: One original G-Class from 1979 encased in resin. The Amber Cube: 90 days of production, 45 tons of resin - and just one try. The cube welcomes the visitors of the Detroit Auto Show and becomes the trade fair's most photographed image.
List the results
The campaign generated more than 50.000 comments and more than 500.000 interactions on social media in the first 4 weeks.
The pictures of the Amber Cube spread around the globe, gaining about 258 million media impressions and a media equivalent of more than 10.5 million €.
Prior to the launch, the G-Class fans around the world were pretty unsecure. Their biggest fear: Will the new G-Class still be the G-Class or will it lose its iconic design? The campaign then raised a noticeable euphoria among the community.