The first Mercedes of its kind.
Like no vehicle before, the new X-Class combines the toughness of a true pickup with the refinement of a true Mercedes. This contrast is also reflected by the diversity of audiences and markets. A premium family car in Europe, a working horse in Australia and South America. Thus the X-Class is a true premiere in the segment.
“First of a new kind.” became the claim for the global launch campaign in 2017. Including online teaser, launch film, product-film, retail communication and a comprehensive print campaign.
In my own premiere on the Vans account, I contributet the claim, the international headline campaign, the interactive product film (reedited to be the tv commercial for South America) and, together with the LLR team, orchestrated the international roll-out of the herculean task.
From phase to phase, more and more details of the X-Class came to light: From CGI-teaser (Sehsucht) to tv-commercial to product film which ended in an interactive web special.
Anke Luckmann shot a range of 70 Hero-Motifs plus countless sideshots in a four-week production in California.
(Click to enlarge)
Job: claim, headline campaign, product film, roll-out Team: D. Mensching, A. Lindemann + the team of: Agency: Lukas Lindemann Rosinski