We placed a real-life Sprinter into a two-dimensional billboard. Housing a life-size printed back of a Sprinter with open doors, we cut out the loading space from the picture and parked the Sprinter behind the billboard. Our channel of communication was to go directly to the consumer with the product in order to exemplify the refined quality of the Sprinter.

The vast majority of people passing-by stopped, and engaged with the billboard. The quantity and quality of the response was so strong that Mercedes-Benz will extend the campaign into various German cities.