360 Launch
The all-new A-Class was Mercedes' first foray into the hot hatch segment. The 360 launch campaign celebrates the young entrepreneurs, doers and dreamers who are just getting started. Who embody the drive of an A-Class beginning.
The campaign covered TVC, docustyle video content, print, outdoor, radio, website, point-of-sale and events.
This is the TV launch, and favorite manifesto to date.
And it’s not just the writing. What we pulled off in a firestorm of absurd limitations, still makes me grin.
Digital Content
Docustyle Web Series - What Drives You?
We caught up with the young entrepreneurs, fashion designers and go-getters who are kicking up news in the Middle East. They told us how they got started, what drives them and what keeps them going. Because every beginning has “A-Story". And each story gives us a way into targeted communities of go-getters. Like fashion.
A-Story: The “Ah-ha” Moment drives Aliya West, founder of West L.A. Dubai.
Find out how she kept the dream on track, from A to the runway.
Then each A-Story interview gives us a meaningful way in to events like Fashion Forward Dubai.
(I’m looking for the activation photos…stay tuned, featuring our Driven-Class up-and-comers in a gallery with the Mercedes A-Class - the hot hatch with all his friends being artsy.)
Website
A strong start takes more than desire. It takes an engine that performs under pressure. It takes attention to detail. An engine that knows what’s behind that pretty grille, is the difference between starting, and arriving in style.
Radio? Yup still a thing
This campaign was a headline and manifesto machine that kept on giving, so no ads had to repeat. Same vibe, new copy.
ROLE: I wrote the ATL launch manifesto and outlinded the 360 rollout. Then supervised a writing team straddling ImapctBBDO and ProximityBBDO across touch points. This had to move fast, so once we had a greenlight on concept, everyone was working in parallel. The sort of teamwork that feels good-frantic.