Mercedes-Benz Intelligent Light System
Billboard 2011
Mercedes-Benz takes pride in its long history of developing innovative safety features that enhance road safety. The Intelligent Light System continues this tradition by highlighting hidden dangers on the road. Our objective was to devise a unique concept that would demonstrate this insight in a manner as impactful and innovative as the feature itself. Our target audience included Mercedes drivers and all car enthusiasts with an interest in cutting-edge technology.
To demonstrate how the Intelligent Light System illuminates hidden road risks, we designed an interactive billboard that mirrors this capability. Initially, the billboard displayed random unlit rocks. However, when someone passed by, a light would switch on, causing the stones to cast a clear shadow that indicated an upcoming danger. This interactive approach engaged passersby and effectively highlighted the feature.
Agency: Jung von Matt Spree