The One Show
The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.
Millboard
Agency Publicis Groupe Belgium / Brussels + Publicis Groupe Netherlands / Amsterdam + Publicis Emil Germany / Berlin
Category
Experiential & Installations / Brand Installations
Annual ID
OS22_OH017S
About the Work
From 2022 all Mercedes-Benz’ factories worldwide (over 100 locations) will obtain their electricity from renewable resources only. To communicate this to the world, an eco-friendly outdoor brand installation was created using of one of Europe’s largest wind turbines. By attaching high-powered led lights to the blades, and using eco friendly smoke, the turbine transformed into the iconic Mercedes-Benz star at nightfall. Due to its height of 120 meters and its width of 70 meters, this imposing brand installation illuminated the night sky, could be seen from miles away, and delivered a clear but clean message that Mercedes-Benz were joining forces with the wind.
During the campaign period, over half a million people saw this imposing brand installation locally. Content featuring the wind turbine transforming into the Mercedes-Benz star amplified its message globally and has been seen by millions worldwide with +464% increase in reach and +965% increase in interactions compared to the brand campaign benchmark.
During the campaign period, over half a million people saw this imposing brand installation locally. Content featuring the wind turbine transforming into the Mercedes-Benz star amplified its message globally and has been seen by millions worldwide with +464% increase in reach and +965% increase in interactions compared to the brand campaign benchmark.
2022 Awards
Total Points: 21
Silver Pencil
Credits
Agency
Publicis Groupe Belgium / Brussels
Publicis Groupe Netherlands / Amsterdam
Publicis Emil Germany / Berlin
Art Director
Lennart Schoterman
Mischa Schreuder
Copywriter
Richard Bushoff
Creative Director
Koenraad Lefever
Mischa Schreuder
Account Director
Axelle Gontier
Creative
James Gambrill
Karen Fonteyne
Global Chief Creative Officer
Bruno Bertelli
Global Executive Creative Director
Andy Daley
Account Director, Global Content, Experience & Comms
Elodie Straub
Account Manager
Frederic Haesendonck
Chief Creative Officer Benelux
Eduardo Marques
Market Acceleration Lead
Davy Caluwaerts
Marketing Communications Mercedes-Benz Cars
Florian Bleher
Stefan Brommer
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