Mercedes-Benz Sound with Power
Video / Social / Microsite / Campaign
Sound with Power was produced to explore how sound has the power to incite a range of emotions. It follows the success of previous Mercedes-Benz campaigns; ‘Escape the Map’ and ‘YouDrive', and once again innovatively conveys an exciting message and then invites the viewer to go one step further and engage with the campaign and brand through online interaction.
Online, the campaign featured exclusive interviews with Mercedes F1 drivers Lewis Hamilton and Gary Paffett while a digital ‘mash-up’ tool allowed users to build their own personal music and video ‘mash-up’ using a range of sounds. Featuring Tinie Tempah’s ‘Pass Out’ and various evocative sounds; a baby giggling, crashing waves, a favourite piece of music and the sound of the new Mercedes-Benz E 63 AMG.
As the on screen driver hears each sound the suit lights up in different ways illustrating his emotional response to each specific sound.
Once the user has created their own ‘mash-up’ they can share their creation on Twitter, using #soundwithpower, for a chance to have their version air on TV during the campaign.