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.
Category
Craft / Photography
Annual ID
OS22_PT060M
About the Work
In 2020, Covid shut down air travel entirely for Chinese residents.
While it was a disaster for airlines, it was an opportunity for Mercedes…
As luxury Chinese travellers still wanted to see the world in style, so they traded business-class for G-Class… Mercedes’ ultimate luxury 4x4.
We brought this to life by promoting travel within China, showing some of China’s most iconic – and highest – landmarks as though seen from the window of an car – mimicking typical travel photos from planes.
This showed how the peerless off-road abilities and luxury feeling of the G-Class can still elevate travellers, even in 2020.
Locations:
Nuerjia Canyon, Xinjiang - 4265ft
Ganzi District, Sichuan - 14271ft
Yangshuo Mountain, Guilin - 3051ft
Nanxiong District, Guangdong - 3346ft
While it was a disaster for airlines, it was an opportunity for Mercedes…
As luxury Chinese travellers still wanted to see the world in style, so they traded business-class for G-Class… Mercedes’ ultimate luxury 4x4.
We brought this to life by promoting travel within China, showing some of China’s most iconic – and highest – landmarks as though seen from the window of an car – mimicking typical travel photos from planes.
This showed how the peerless off-road abilities and luxury feeling of the G-Class can still elevate travellers, even in 2020.
Locations:
Nuerjia Canyon, Xinjiang - 4265ft
Ganzi District, Sichuan - 14271ft
Yangshuo Mountain, Guilin - 3051ft
Nanxiong District, Guangdong - 3346ft
2022 Awards
Total Points: 3
Merit
Credits
Agency
Ogilvy / Shanghai
Ogilvy / Beijing
Production Company
Ars Thanea / New York
Art Director
Lance Francisco
Copywriter
Ivy Wang
Chief Creative Officer
Reed Collins
Creative Director
Jimmy Wang
Addy Supon Khaotong
Mika Tay
Digital Artist
Tomasz Chrabolowski
Executive Creative Director
Peter Jaworowski
Group Creative Director
Michael Pearson
Producer
Magdalena Grzesz
3D Artist
Sebastian Marek
Business Director
Wanxiao Yang
Group Executive Creative Director
Wei Fei
Head of Copy
Houxiao Li
Managing Partner
Yuanqiu Guo
Production Team
Kelly Yang
VP of Creative Technology
Sascha Engel
Related Awards
