Mercedes-Benz is ambitious when it comes to reducing its CO2 emissions as a global manufacturer. From 2022, all of their factories worldwide (over 100 locations) will obtain their electricity exlusively from renewable sources – and this is just one of many sustainability initiatives. This work was staged to highlight the scale of the brand’s intentions to a global audience, and to inspire other organisations, regardless of sector, to take similar and steps.

The strategy was to make an iconic visual statement that would communicate the scale of Mercedes-Benz’ sustainability intentions - in one of the most seen spots in the biggest highway in Slovenia. To amplify the message globally, content was created featuring the installation for use in a worldwide awareness campaign.

The installation required weeks of research & development with scaled testing to acheive the light and smoke effect at this extreme scale. High-intensity lighting designed for spacecraft applications combined with ultra-light powerpacks calibrated to work within the low weight tolerances of the rotor blades were created specifically for the task. They were attached to the rotor tips by abseiling technicians. The immense ‘Millboard’ logo was illuminated over a period of six nights.

The brand installation was visible for miles around and situated close to a busy highway where over 45,000 people passed by daily. During the campaign period, over half a million people saw this imposing brand installation locally. Content featuring the wind turbine transforming into the Mercedes-Benz star amplified its message globally and has been seen by millions worldwide with +464% increase in reach and +965% increase in interactions compared to the brand campaign benchmark.