Pride month.
by Mercedes-BenzAhead of pride month 2021, Mercedes-Benz approached us to brand their worldwide pride-related social media content. We did not want to slap the pride flag onto our assets and call it pride content. Instead, we wanted to develop a creative and visually stunning style.
Together with Studio Amos Fricke we created a pride-branded Mercedes star and several additional images based on prismatic colours and iridescent materials.
_LOOK DEVELOPMENT
Before we approached Studio Amos Fricke, we studied several ways of merging the Mercedes star and pride colours in unique and novel ways. We liked the changing iridescent colours, but decided to go for a simpler, black background.
_FINAL ASSETS
_THE FEEDBACK
As expected, our post ignited a heated debate. Even though some followers felt offended and outraged, the vast majority of commenters embraced our stance and helped to fight back against exclusionary and discriminatory voices.
“The rainbow star has been the most succesful post on the HQ Instagram channel ever (11 Mio. Reach/ Impressions)!”
— Mercedes-Benz
AGENCY
antoni_garage
Creative Direction: Christian Kies
Art Direction: Tatiana Pakhmutova
Copywriting: David Kaufmann, Simon Cazzanelli
Account Team: Roy Schröder
Production: WE ART agency
CGi: Studio Amos Fricke, Lukas Popp