An absolute out-of-the-box design concept by the peeps from Shalmor Avnon Amichay/Y&R Interactive [www.yr.co.il] from Tel Aviv, Israel. Totally dispatches Mercedes-Benz from the norm of displaying their best automotive model, and to tell the story of how their cars are made, designed and marketed.
The copy reads:
I am the left brain. I am a scientist. A mathematician. I love the familiar. I categorize. I am accurate. Linear. Analytical. Strategic. I am practical. Always in control. A master of words and language. Realistic. I calculate equations and play with numbers. I am order. I am logic. I know exactly who I am.
I am the right brain. I am creativity. A free spirit. I am passion. Yearning. Sensuality. I am the sound of roaring laughter. I am taste. The feeling of sand beneath bare feet. I am movement. Vivid colors. I am the urge to paint on an empty canvas. I am boundless imagination. Art. Poetry. I sense. I feel. I am everything I wanted to be.
The copy is strong. Extremely. It tells a story. A story that makes you feel safe and secure. It speaks to the heart. Captivates you. Buy a Mercedes-Benz. They know who they are and who you are.
A gorgeous story telling execution.