MERCEDES BENZ - "IN THE LONG RUN"

Bronze eurobest Award
ClientMERCEDES BENZ
Category A06. Editing
TitleMERCEDES BENZ - "IN THE LONG RUN"
Product/ServiceMERCEDES BENZ GLE
Entrant ICONOCLAST Berlin, GERMANY
Idea Creation ANTONI Berlin, GERMANY
Production ICONOCLAST Berlin, GERMANY
Credits
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 edit. Do not name the editor.

For the edit the challenge was to find a rhythm that tells the story in a dramatic way - and organically combines the athletic struggle with the inner conflicts of our protagonist. Different emotional passages, different dynamics and quiet passages - everything should be fine-tuned to each other. Especially because we work almost with no dialog but with intimate moments in which feelings are transported silently. The film begins explosive, decelerates in the middle part, gets faster and faster towards the end to create the biggest possible climax and a surprising twist at the end. Key moments have room to unfold – without being too lengthy or unnatural. The story develops its greatest possible momentum.