Category A05. Automotive
Entrant ANTONI Berlin, GERMANY
Idea Creation ANTONI Berlin, GERMANY
Name Company Position
Martin Pross antoni garage Chief creative officer
Tilman Gossner antoni Garage Executive Creative Director
Alexander Holtz antoni Garage Creative Director
Matthias Bauer antoni Garage Art Director
Matti Lietsch antoni Garage Copywriter
Sebastian Henning antoni Garage Designer
Marcel Krempin antoni Garage Creative Director Art

Why is this work relevant for Media?

The G-Class from Mercedes has a highly engaged community. They are particularly interested in separating themselves from the average car communities. They feel different - like the G-Class itself. So, being different is exactly what they expect from the G-Class communication as well.


o Situation In January 2018, a new generation of the G-Class was launched. The target group's biggest fear: Will the new G-Class still be the G-Class or will it lose its iconic design? o Brief 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. o Objectives The campaign should celebrate the off-roader's DNA and make the G-Class the talk of the Detroit Auto Show. Furthermore, Mercedes aimed to increase the sales of the G-Class by 45% in 2018.

Describe the creative idea/insights

Following the example of nature, an imposing installation for the off-roader's strong genes was raised. Therefore, one original G-Class from 1979 was encased in resin. The Amber Cube: 90 days of production, 45 tons of resin - and just one try.

Describe the strategy

Our target group consists of four different groups: The off-roaders, who value the G-Class for its unsurpassed off-road capability; the aesthetes, who love the G-Class as a design icon; the extroverts, who take the car as a status symbol of an extraordinary luxury; and the mainstream, because for Mercedes, the G-Class always serves as a brand shaper. We aimed to create a strong picture that would communicate our message, would become the talk of town at the Detroit Auto Show, and eventually spread around the world in press and social media. One original G-Class from 1979 encased in resin. A monumental sculpture whose play of light and materiality attracts all the attention. The Amber Cube: 90 days of production, 45 tons of resin - and just one try. The Cube welcomed the visitors of the Detroit Auto Show and became the trade fair's most photographed image.

Describe the execution

o Implementation We created a monument for eternity: 45 tons of resin, 90 days of production, one original G-Class from 1979 - and just one try. o Media channels and integration The Amber Cube became the most photographed picture of the Detroit Auto Show. The picture became a lively discussed topic in social media and the press and spread around the globe. o Timeline The Amber Cube was built over a period of one year. 90 days alone of nonstop casting were necessary to errect this artwork. Its first public show was during the Detroit Auto Show in early January 2018. Other locations such as St. Petersburg, Berlin and Dubai will follow. o Scale The measures of the Amber Cube: Height: 3.10 m; width: 2.55 m; length: 5.50 m; volume: 43.48 m3; weight: 52 t; durability: for eternity

List the results

o Outcomes/awareness The Amber Cube became the talk of the Detroit Auto Show and the picture spread around the world reaching 258 Million media impressions and a media equivalent of 10.5 Million €.