Situation:

Mercedes-Benz E-Class is a luxury vehicle with a wide range of innovative safety technologies. The safety of the drivers and passengers is Mercedes-Benz’s utmost priority.

At the same time, the new E-Class is facing fierce competition from BMW 5-series, Jaguar XF and Volvo S90.

Brief:

How can we demonstrate the benefit of the E-Class’ Active Brake Assist and convince our potential owners and upgraders to choose the new E-Class?

Objective:

To get potential owners and upgraders to test drive the new E-Class with a simple, direct and cost-effective in-showroom and outdoor poster campaign.

A poster campaign that promoted the Active Brake Assist feature in the new Mercedes-Benz E-Class using typography design. It shows three words representing the three common road hazards — dog, kid and tree — being stretched out like skid marks on the road, visualizing the immediate and effective braking action of the vehicle.