ADC Awards
The ADC Annual Awards is the oldest continuously running industry award show in the world. Now in its incredible 102nd year, these awards celebrate the very best in advertising, digital media, graphic and publication design, packaging and product design, motion, experiential and spatial design, photography, illustration and fashion design all with a focus on artistry and craftsmanship.
Category
Craft in Motion / Film / Use of Music / Sound
Annual ID
ADC102_MOT066M
About the Work
The Task:
At the IAA 2022, Mercedes-Benz Trucks presented the eActros LongHaul, the first fully electric truck for long-haul transportation. The task was to emotionally engage the target audience both on site and on the social web with the world premiere.
The Idea:
The eActros LongHaul not only offers optimal economic efficiency and emission-free transportation, but also a completely new driving experience, especially in terms of acoustics. Everything that the diesel engine used to cover up is now suddenly audible to the driver, an emotional feature - in addition to all the impressive performance data - with which we wanted to convince our target audience and directly reach their hearts and ears.
The Execution:
We asked the musician Tua to compose an emotional track using only sounds from the eActros LongHaul, the "Sound of Tomorrow." Tua is a musician, producer, scene legend, and passionate field recorder. Fifteen years ago, he helped develop German hip-hop from subculture to the pop of the modern era, along with artists like Marteria and Casper. The perfect partner. The "Sound of Tomorrow" had its premiere at the IAA and on the social web, serving as background music for the presentation of the eActros LongHaul.
2023 Awards
Total Points: 3
Merit Honor
Credits
Agency
Scholz & Friends / Berlin
Production Company
The Sweetspot
Art Director
Benedikt Gaideczka
Lisa Menke
Copywriter
Domenico Klar
Ilkan Atesoez
Lina Fischer
Chief Creative Officer
Matthias Spaetgens
Director of Photography
Patrick Pichler
Editor
Moritz Giesl
Thomas Griesbach
Executive Creative Director
Joerg Waschescio
Executive Producer
Felix Antretter
Producer
Kellie Hooper
Rika zu Klampen
Agency Producer
Michaela Edl
Sound Design
Hyvemind
Account management
Gesa Meyer
Romy Kaltenbach
colorist
Mai Lasan
Direction
no.odds
Director Music & Audio
Julian Krohn
Head of Campaigning Mercedes-Benz Trucks
Kerstin Bustos Barros
Head of Marketing Communications Mercedes-Benz Trucks
Cristina Taglietti
Managing Creative Director
Robert Krause
Motion Design
Mihail Iliev
Vladislav Iliev
Music
Tua
Music & Audio Coordinator
Yannick Sahlmen
Online
Henning Himmelreich
Photography
Max Rempe
Postproduction Producer
Julia Kastaun
Production Assistant
Marie Laudenbach
Visual Director
Daniel Klessig
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