Network Of The Year: Ogilvy

Print
Consumer Campaign

Finalist


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Entrant: Ogilvy & Mather Colombia, Bogotá
Mercedes-Benz Distronic Plus
"Dog",
"Fat",
"Girl"
  • Media Used:
    Newspaper
  • Corporate Name of Client:
    Mercedes Benz
  • Client Account Director:
    Hector Corredor
  • Agency:
    Ogilvy & Mather Colombia , Bogotá
  • Global Chief Creative Officer:
    Tham Khai Meng
  • Chief Creative Officer:
    John Raul Forero
  • Group Creative Director:
    Ogilvy & Mather Colombia
  • Executive Creative Directors:
    Juan Jose Posada
    Juan Pablo Alvarez
    Mauricio Guerrero
  • Creative Director:
    Ogilvy & Mather Colombia
  • Copywriter:
    Ogilvy & Mather Colombia
  • Art Director:
    Ogilvy & Mather Colombia
  • Art Buyers:
    Adriana Pares
    Diego Rincon
  • Illustration Company:
    Salamagica , Santiago de Chile
  • Description of the Project:
  • Brief: To promote Mercedes Benz’s Distronic Plus technology, a driving safety system that helps drivers to keep an automatic safe distance from other cars, or even stop the Mercedes Benz in order to avoid an accident. 
    
    Describe the challenges and key objectives: To explain such a complicated benefit just with print ads. 
    
    Describe how you arrived at the final design: We found insights able to explain in the simplest an aesthetic way this complicated system and we communicated those insights using just silhouettes.   
    
    Give some indication of how successful the outcome was in the market: We made easy to people understanding with Distronic Plus it’s impossible for your car be in danger for getting close to another one.