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Magazine Corner

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Published/Aired: 
December 2009
Mercedes Print Ad -  Magazine Corner

Description

Challenge: Even the most powerful headlights have limits. For that reason, Mercedes-Benz offers Night View Assist, which uses infrared technology to enable its driver to see what cannot normally be seen at night. We were asked to show the effectiveness of Night View Assist in an interesting and memorable way.

Solution: In our print solution, the media becomes the message when the viewer folds down the page corner, and it points out a deer on the side of the road. It´s exactly what Night View Assist does for its driver, even on the darkest of nights.

Result: Traffic to the Mercedes-Benz website went up, and dealers noticed increased interest in the Night View Assist feature.

Print advertisement created by Jung von Matt, Germany for Mercedes, within the category: Automotive.

Caption

See what lies beyond headlights with Night View Assist.

Advertising Agency: Jung von Matt/Alster Hamburg, Germany
Executive Creative Directors: Deneke von Weltzien
Creative Directors: Thimoteus Wagner, Christian Fritsche
Art Directors: Jonas Keller, Sönke Busch
Copywriter: Daniel Pieracci
Grafik Designer: Dennis Wagner, Matthias Heyde
Photographer: Alexander Hafemann (Getty Images)
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Highest Rated

brucirello's picture

I disagree. When you attempt to pull the corner and you see the arrow, it's easy to assume where it'd point. Therefore, I think it's pretty cool.

brucirello
Activity Score 180
FabraQuinteiro
Guest's picture

very interesting! i like it congrats!

Guest
capywriter's picture

only if you pull that corner exactly in the correct way...

capywriter
Activity Score 5509
Copywriter at Freelance
brucirello's picture

I disagree. When you attempt to pull the corner and you see the arrow, it's easy to assume where it'd point. Therefore, I think it's pretty cool.

brucirello
Activity Score 180
FabraQuinteiro
Guest's picture

Clever.

Guest
capywriter's picture

The arrow just points down... nobody pulls down a page exactly like that. By the way, big chance that you'll have that arrow between your finger tips while pulling it down...
The idea is ok, but it feels like it's trying too hard.

capywriter
Activity Score 5509
Copywriter at Freelance
beingofageoldgrace's picture

its perforated

beingofageoldgrace
Activity Score 353
Guest's picture

like it :)

Guest
Guest's picture

The arrow could be pointing at anything.......

Guest
tirthomitro's picture

great innovation!!

tirthomitro
Activity Score 2758
Creative Director at Grey Global, India |

they showed me a picture & i laughed
dignity has never been photographed

hufflepoff's picture

Execution is not especially original, but cool idea!

hufflepoff
Activity Score 430
Art Director at shwing
atb2005's picture

@the_capywriter

You fold the page down at the dotted line (you see it?). So the dotted line is there to tell you how far you should pull the corner.

Great campaign. Engaging and memorable.

atb2005
Activity Score 13557
dsklan's picture

der trick mit dem knick und die masche mit der lasche....aaaalt!

dsklan
Activity Score 1926
Art Director at homeshop
keithstoeckeler's picture

What a smart idea. Nice job.

keithstoeckeler
Activity Score 425
Manish Sharma's picture

Nicely done!

Manish Sharma
Activity Score 45
Graphic Designer
brandingworthspreading's picture

Very nice way to convey the message.

brandingworthsp...
Activity Score 648
Copywriter at brandingworthspreading.com |

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Guest's picture

smart. And I don't talk about the car

Guest
velle's picture

like!

velle
Activity Score 1550
Copywriter
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