Campaign for the 4MATIC all-wheel drive range running in 14 European markets. Instead of glorifying technology for the sake of it (let´s be honest: who cares?), we preferred to show why it matters in people´s lives. We also used the opportunity to highlight a less well-known side of the Mercedes driver - portrayed for decades as the ultimate macho, we believed it might be time to show him from a different perspective.
Agency: antoni Berlin Year: 2017 Role: Creative Director With: André Santa Cruz, Caio Batista Photographer: Patrik Johall Director: Salomon Ligthelm