Frankfurt am Main / Stuttgart, 24.06.2016 – The Mercedes-Benz production for IAA 2015 won a Silver Lion on Tuesday night at the Cannes Lions International Festival of Creativity, the world’s biggest creative festival. The top class jury on the Côte d’Azur were wowed by ’Mercedes Live!’, a joint project by Atelier Markgraph (Frankfurt am Main) and jangled nerves (Stuttgart). The vibrant stage space was the only trade fair production in the world to win in the Design category at the industry’s leading awards ceremony, and one of just six German projects to win a Lion for design this year.
The coveted Cannes Lions have been awarded each year since 1954 as part of the Cannes Lions Festival for outstanding communication. Entries in 2016 totalled 43,101 – a new record – with 2,856 entries in the category ’Design’ alone.
For eleven days, the two creative agencies Atelier Markgraph (Frankfurt am Main) and jangled nerves (Stuttgart) transformed the domed Frankfurter Festhalle into a living stage for two topics that currently define automobile development: digitalisation and design. Three exhibition levels with a footprint of more than 9,000 square metres surrounded an open central space. Visitors got their first glimpses of the various theme spaces on the three exhibition levels the moment they began their thirteen-metre ascent. An imposing slatted sculpture called Silver Flow appeared to hover weightlessly, and segued seamlessly into the onstage digital media area.
The stage production showed how automobiles go online, detect their surroundings in sensor fields, adapt their aerodynamics to the airstream and master real-life obstacles. A spidercam created a thrilling, immediate live atmosphere. The live images it captured were supplemented with augmented reality. A kinetic LED slatted curtain formed part of the overall choreography, and enabled views of the current product portfolio as it awaited its onstage appearance in a three-storey rack.
The Silver Lion is the ninth award for the Mercedes-Benz production at IAA 2015.
Just last spring, the trade fair presentation was honoured at the ADC Awards, Germany’s foremost creative award ceremony. The jury hailed it as one of the biggest, most complex and most respected of its kind – and one that ”raised the bar for holistic brand experience spaces to giddying heights yet again”. The ADC jury awarded a gold pin for the overall production in the category ’Spatial Communication: Trade Fairs’. The production won gold and silver pins in the categories ’Spatial Communication Craft’ and ’Event Craft’ for the digital stage production’s use of spidercam and augmented reality. The analogue-digital stage setup won a further gold pin and a Special Mention in the Craft categories. With a total of four pins and a Special Mention, ’Mercedes-Benz Live!’ was the second most successful campaign of all.
At the Golden Award of Montreux, the Mercedes-Benz production won gold in the categories ’Set Design / Architecture’ and ’Best Use of Branded Content / Entertainment’, plus a Finalist Award in the category ’Temporary Brand Communication’.