As in other parts of the world, in Japan there is an accelerating trend away from driving among young people. To begin with, many of them have never viewed cars as being cool. On top of that, to them Mercedes-Benz are luxury cars for a handful of rich people, making these cars the farthest away from them. They will, however, be the most important customer segment in a decade or two. Without winning them over, Mercedes will not be able to survive. Was it possible that, rather than younger people turning away from driving, it was the automakers that turned away from them? The project began with this critical question.

We delivered a Mercedes brand experience to the target audience in the form of animation.

Animation can be a strong weapon for portraying the future, or fancy by using imaginative images. Brand PR is meaningless if it merely generates buzz. The most important goal for us was to have the target audience experience the Mercedes brand's value via another medium.

We decided to create a movie about an imaginary, futuristic relationship between a next-generation young man and a car using animation because people’s imaginations can create a future and can portray a futuristic vision in the most realistic and attractive way with animation. Animation is also very much a part of Japanese culture and it appeals strongly to young Japanese people.

・A month after its release, the film recorded over 3 million views from 175 countries around the world.　

・The number of people who visited the A-Class Fair was up 74% from the year before; the number of first-time visitors was up 250%.

・Mercedes became the No. 1 premium import brand for the first time in four years.

・Most importantly, Mercedes received over 5000 orders for A-Class in the 2 months since its release, and the volume of orders rose about 800 % from the same period of the previous year.