The campaign features six young elites speaking of their persistence in getting where they want to be. The purpose of the project is to capture the journey from ‘dreamer’ to ‘pursuer’.
An online competition invites the public to share their personal stories through uploading a photo and a short essay about their life interest. The work will be judged according to creativity and the contestants' passion.
The project, situated on microsite Areyouready.com.cn, ends on 12 December. It also involves television, print and outdoor creative work.
Mercedes-Benz in China is managed by BBDO and MEC Beijing.
Credits:
Project Mercedes-Benz A-Class Launch Campaign
Client Mercedes-Benz (China) Limited
Creative agency BBDO Beijing
Chief creative officer Tim Evill
Creative director Matthew Phillips
Art directors Shirong Zheng, Zizi Li
Copywriters Hohen Lee, Aliango Lai
Agency producer Hana Zhang
Media agency MEC
Production company L2C Production
Exposure Online
Project Mercedes-Benz A-Class Launch Campaign
Client Mercedes-Benz (China) Limited
Creative agency BBDO Beijing
Chief creative officer Tim Evill
Creative director Matthew Phillips
Art directors Shirong Zheng, Zizi Li
Copywriters Hohen Lee, Aliango Lai
Agency producer Hana Zhang
Media agency MEC
Production company L2C Production
Exposure Online
