Cannes Lions

MERCEDES BAS PLUS BRAKE

BBDO GERMANY, Dusseldorf / MERCEDES BENZ / 2009

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Description

We are on a car ride and see everything with subjective camera. We focus on the street while the world outside is passing by.But this world isn't real. It's a phantastic world, all built of words. Everything is typography: the street, trees, tunnels, even clouds or lightning are shaped from words. Our journey continues and takes us from the countryside into a big city; the world around us is getting more and more complex, more and more details can be discovered - but then, all of a sudden, we slam on the breaks. But why? Then we see the word 'child', standing in the middle of the street, holding a ball...! In the midst of all these other sensations, we nearly overlooked it. Safe and unharmed, the kid runs back to the sidewalk.A chart explains the miraculous save:"BAS PLUS.The first brake that reads the street."

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