Cannes Lions
Project 63 - Smartwatch band with tire rubber
F/NAZCA SAATCHI & SAATCHI, Sao Paulo / MERCEDES BENZ / 2019
Overview
Entries
Credits
Overview
Background
How can we rejuvenate the brand and materialize the power of a Mercedes-AMG?
Idea
An Apple Watch wristband made of Mercedes-AMG rubber tire.
Execution
The bracelet was entirely developed in Brazil based on the design of the Mercedes-AMG E 63 S conceived by a car designer. It also follows all Apple specifications for the perfect fit with the Apple Watch.
Outcome
200 limited edition wristbands.
Sold online on the Mercedes-Benz Brazil website, for R$998 (US$ 255.25)
Presented at the 2018 São Paulo International Motor Show and displayed at the Mercedes-Benz stand.
All the bands were sold, therefore the whole investment returned at zero cost.
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