With the compact class coming to an end at Mercedes-Benz, the CLA now marks the new entry point to the brand. With that, expectations are high, both among long-time fans and within the company itself. The goal: to bring together different narrative threads and celebrate the new, fully electric CLA on a global scale. Starting in Rome, city by city was gradually bathed in red light the moment the all-new CLA arrived.

For the campaign TVC we teamed up with Jonas Lindstroem and Sergio Reis to come up with a huge choreography. For stills with the young upcoming photographer Yis Kid. Alongside this, Mercedes-Benz launched the Class of Creators collaborating with celebrities like Ice Spice, Tyla, KidSuper, and Gustaf Westman to bring their unique perspectives to the brand.

A project of this complexity would never have been possible without the many partners and collaborators on agency- and client-side.
A big thank you to: TeamX, Oliver Schrott Kommunikation, TLGG, Rapp, Accenture Song, Merkley + Partners, Consul, LIGANOVA and everyone involved.

AGENCY:
Marcell Francke Executive Creative Director  Simon Cazzanelli, Arnt Christman, Janelle Lubbe Creative Director  Holly Becker, Simon Weyer Senior Copywriter  Brandi LeCertosa, Jonas Weber Senior Art Director Alejandro Gabarda Art Director  Moritz Buchholz, Tamara Reinhard Client Service Director Konstantin Schwinn, Ben Höfer, Marie Wölki Account Director Finja Welninski, Marlene Bauer, Lara Hutson, Alina Pollerhoff, Carolin Bremer Account Manager  Meike Kornrumpf, Aras Sehatkar Executive Producer Sergji Eisenstedt, Eric Hansen Producer Kimberly Ewton Executive Strategy Director   Weronika Nowikowa Senior Strategist