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Mercedes-Benz CLA launch campaign
Role
art-director, strateqy, design
Project type
new product launch, digital campaign, video shooting, special project
The launch of the new Mercedes CLA on the local market.
/ TASK
Launch the new Mercedes-Benz CLA and build strong awareness among a younger audience by making the car culturally relevant and emotionally desirable, not just technologically advanced.
/ INSIGHT
The core CLA audience consists of style-conscious young women who actively follow trends, beauty culture, music, and the creative scene. They are inspired by influencers, DJs, stylists, and creators, and see fashion and music as a way to express identity and status.
/ IDEA
What if the new CLA became an experimental music single by a famous blogger-DJ? During test drives, we record the authentic sounds of the car and transform them into a track, turning the CLA itself into a musical instrument and a cultural statement.
Agency: Saatchi & Saatchi
