Creative Director: Peter Bidenko
Copywriter: Mark Welch
Art Director: James Liddell
Account Management: Amy Phillips and Sarah Tindale
Production: Sharon Adams
Client: Caroline Bowen
Mailhouse: Dynamic Direct
With the imminent release of the latest SLS AMG sports car valued at just under half a million dollars, Mercedes wanted to excite the people who had pre-ordered the new model and also whet the appetite of some hot prospects of Mercedes sports cars.
Clemenger Proximity Melbourne packaged up a book made exclusively for the launch of the vehicle.
One of the sexiest facts abound the car is that it goes from 0 to 100 km/h in 3.8 seconds. So the idea was to use the opening mechanism of the packaging to celebrate that statistic. With the backdrop of a 3.8 printed on the cover, a zero is printed on the left hand side of a zip opening mechanism and a one hundred on the right. So the opening of the book emulates the acceleration of the car.