The task was to create an outstanding piece, bringing the new and global Mercedes-Benz S-Class campaign to life in a unique way, matching the message “Cares for what matters”.

We created an honest and authentic documentary, featuring Alicia Keys, which is part of a global campaign launching the new Mercedes-Benz S-Class. The insightful documentary “Pieces”, dives into the singer’s childhood in Hell’s Kitchen, her life’s journey and what she cares about: her art and her kids. It also shows a unique performance of her widely popular song “Love looks better”, with lyrics referencing her rise as an artist and emphasizing the importance of her loved ones, making it the perfect campaign extension. The 5-minute film was produced in California and the filming took place in Alicia Keys’ own home.

The strategy was to launch this documentary not as a classic advertising piece, but rather as a creative collaboration, where the core values of the S-Class and Alicia Keys aligned. We wanted this film to be true to whom Alicia Keys really is.

The documentary was released with a personal piece in Harper’s Bazaar, linking to the documentary on YouTube. On top of that, the social media account of both the singer and Mercedes-Benz were used to spread the film. It was launched on the 10th of January and will be visible for two years.

YouTube:

933,109 Views

IGTV:

770.762 Views