STUTTGART - Young artists from 11 countries helped create much of the advertising look for the new Mercedes S-class sedan, an idea put forward by Spanish agency Delvico Bates.
The Madrid-based creative team suggested that art students or young graphic designers could be involved with the launch of the luxury car.
Daimler-Benz AG jumped at the idea, launching a competition that attracted entries like those shown at left from around the world. Students were asked to come up with advertising themes focusing on the innovations in the S class.
In one example, the car's safety features are explained with the copy 'Being aware of one's own vulnerability is the best protection there is.'
The visual cue is provided by a leaf, rich and green on one side, brown and shriveled on the other.
'We were astonished by the diversity of the work, especially as the students had less than two weeks to develop their work,' said Horst von Sanden, head of Daimler's passenger-car advertising.
Daimler-Benz marketing staff and agency staff selected the winners, each of whom received $10,000.