Mercedes-Benz Wants You to 'Play by Your Rules' in Cinematic Campaign

Mercedes-Benz has launched a global campaign to inspire people to #PlayByYourRules for the launch of the fun, sporty CLA Coupé. Created by antoni_garage in Berlin, the campaign includes a full-length online film, a print campaign, website, and the first branded Instagram AR filter from an automotive brand. Mercedes Benz is one of the few brands to participate in Instagram’s closed current beta programme.

Led by antoni_garage creative director Alice Bottaro, the campaign is united by a neon effect that creates a moody, modern feel to each of the executions. The film and print campaigns were shot in Miami and Tokyo respectively - two iconic cities famous for their distinctive style.

Directed by music video director François Rousselet, the film tells the story of a man clashing with his 16-year-old self as he struggles with the distance between his youthful aspirations and real-life self. The five-minute film encourages us to remember our dreams and do the important things in life in our own way.

The Instagram AR Filter was led by creative director Juliane Krause-Akelbein, and developed by the antoni_garage team.

The filter was designed for creative, digital natives, who love to play with new technology - the kind of people the new CLA Coupé was made for. Using the filter filter applies the moody, neon look used in the overall campaign, and changes colour in response to blinking eyes. Access the custom filter by following this link on your mobile device.