Out of all the impressive work celebrated at the 2012 Cannes Lions Awards, one award-winning piece that particularly stood out is the Mercedes-Benz “Invisible Drive.” A combination of creative excellence and technical innovation, the Jung von Matt/Alster agency created a visually stunning, highly effective piece of work that makes a strong impression without leaving a trace.
It’s remarkable how it only takes a moment for the story to be told. The invisible car glides in, captures onlookers’ attention and then delivers on expectation. Everything about the piece feels so light and pure, harmonious and meaningful – perfectly reflecting the central idea of being invisible to the environment.
It seems far too rare that we see such smart, innovative creative so effectively executed in advertising. Often work will exhibit astounding, cutting edge technology that raises anticipation but doesn’t quite satisfy. If the story isn’t there, there’s no payoff. Sure, it’s impressive and makes a big impact, but does it stay with you after you walk away?