Title	MERCEDES BENZ - "IN THE LONG RUN"
Brand	MERCEDES BENZ
Product/Service	MERCEDES BENZ GLE
Category	A01. Direction
Entrant	ICONOCLAST Berlin, GERMANY
Idea Creation	ANTONI Berlin, GERMANY
Production	ICONOCLAST Berlin, GERMANY

Name	Company	Position
Niclas Larsson	Iconoclast Germany	Director
Linus Sandgren	Iconoclast Germany	Director Of Photography
Jan Dressler	Iconoclast Germany	Executive Producer
Björn Krüger	Iconoclast Germany	Producer
Nils Schwemer	Iconoclast Germany	Managing Director
Nicolas Lhermitte	Iconoclast Germany	Managing Director
André Kemper	antoni_garage	Chief Creative Officer
Matthias Schmidt	antoni_garage	Managing Director
Veit Moeller	antoni_garage	Executive Creative Director
Christian Kies	antoni_garage	Creative Director
Christopher Hoene	antoni_garage	Creative Director
Patrick Klebba	antoni_garage	Creative Director

Write a short summary of what happens in the film

The story is about a young woman and mother that pursues a lifelong dream despite physical limitations: participating in a triathlon. With the support of her family she not only overcomes physical but also emotional boundaries and masters the competition. But no matter how successful she is – an event from the past accompanies her in all the time: through a climbing accident with her daughter she has to wear a prosthetic leg.

Cultural / Context information for the jury

On the official day for people with disabilities, we launched a nearly five-minute long movie that touched the world: "In The Long Run." The story was captured by up-and-coming young director Niclas Larsson and Oscar winner Linus Sandgren ("La La Land") as cameraman. The film was produced as a long format and unfolds its greatest power as an unconventional content-piece online: 4:47 minutes which give viewers in depth insight to the complex characters and their stories. For Mercedes-Benz, "In The Long Run" is the start of a new SUV communication strategy which runs under the umbrella idea "All Kinds of Strength". Great human stories are linked with model-specific positionings.

Tell the jury anything relevant about the direction. Do not name the director.

The director's goal was to tell a story that moves people: authentic, tangible, documentary and yet cinematic. The director has significantly influenced all of the creation processes that contribute to this: from script development to unseen locations, organic lighting, natural camera work, sound design. The biggest challenge was to guide the leading actress: Physically limited and with lack of drama / sports experience, she had to convey particularly demanding situations in an authentic way. This applied to intensive training sessions (running, racing cycling, swimming) as well as emotional love scenes.