MERCEDES BENZ - "IN THE LONG RUN"
Title | MERCEDES BENZ - "IN THE LONG RUN" |
Brand | MERCEDES BENZ |
Product/Service | MERCEDES BENZ GLE |
Category |
A03. Casting |
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 casting process.
For the cast of the main role began an intensive casting process for a woman with prosthetic leg, which not only all sports play authentic, but also convincingly transport the role of the loving mother of a multicultural family.
The decision fell on a special actress: she had neither experience in professional sports, nor had she ever acted before, but her charisma and authenticity outshined everything.
It began a meticulous preparation process in which she learned all the sports from scratch to the new (racing cycling, swimming, running) and in acting lessons got the arts and crafts. Piece by piece, she was prepared for the shoot. In the end, she was able to convey her role convincingly: the conflict with the daughter, her mixed feelings, the struggle with herself and her environment but also intense training and competitive scenes.