Behind the speed of the new SLS-AMG. Experience “The Experiment”.
For the global launch of the new Mercedes Benz SLS-AMG gullwing we created an immersive interactive experience called “Behind the Speed”. At the forefront of the campaign was the TV-commercial with Michael Schumacher and an amazing tunnel stunt. Online and in print we shows what was behind the speed of the SLS-AMG car.
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CCO: Tim Wagner CD: Martin Strutz, Jonas Keller, Daniel Pieracci AD: Andres Maldonado, Andreas Wagner, Christopher Brinkman CW: Mårten Engström, Luca Reishleit, Greg Fraser
Interactive Experience
In the interactive experience viewers could experience every step of the car, from manufacturing to test facilities of the engines, all the way to test drive it with F1 driver Michael Schumacher.
Print & OOH
As the most iconic car by Mercedes-Benz, the tonality of this campaign followed just that. A bold and unforgiving tonality gave this launch edge.