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Mercedes-Benz Intelligent Light System Billboard

Mercedes-Benz' Intelligent Light Sytem makes hidden dangers visible. We wanted to show this through an ambient installation:
We mounted rocks made of styrofoam on a specially selected billboard. The headline read: Makes hidden dangers visible:
Mercedes Benz Intelligent Light System. At first sight that's what one could see.

But when someone passed, a light switched on and the stones casted a legible shadow: "Rocks ahead."

Agency: Jung von Matt/Spree
Executive Creartive Direction: Wolfgang Schneider, Mathias Stiller.
Creative Direction: David Mously, Jan Harbeck.
Art Direction: Oskar Strauss, Stephanie Volkmer.
Copywriting: Carmen Riemer.