MERCEDES BENZ - "IN THE LONG RUN"
Title | MERCEDES BENZ - "IN THE LONG RUN" |
Brand | MERCEDES BENZ |
Product/Service | MERCEDES BENZ GLE |
Category |
A08. Use of Licensed or Adapted Music |
Entrant
|
ICONOCLAST Berlin, GERMANY
|
Idea Creation
|
ANTONI Berlin, GERMANY
|
Production
|
ICONOCLAST Berlin, GERMANY
|
Credits
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 about the choice of music track.
The title song is "Cold Little Heart" by Michael Kiwanuka. Musically, it not only transports the film's melancholic mood, but the lyrics provide an insight into the thoughts of our protagonists.
For the post-production the individual original tracks were used by the Abbey Roads Studios and remixed for the film to give the images through the music more depth.
Which still spoke for the choice: The song consists of different musical passages (strings, uplifting beats, singing deposits). Through their targeted use, we were able to emphasize different tensions in history and to underpin a variety of emotional worlds.
Everything looks organic and dynamic, the film gets the right musical mood for each chapter, similar to a movie score