CLA STORY
Directed by You
MERCEDES-BENZ
As part of a wider brand sharpening exercise, Mercedes-Benz wanted to lower the perceived driving age from 47 to 35 by 2020. We created #CLAstory to engage Mercedes-Benz social community and demonstrates Mercedes-Benz as an industry leader in modern social communications by handing over control of a luxury brand to consumers.
#CLAstory is an open-sourced Instagram and YouTube campaign aimed at supporting the best and brightest fledgling filmmakers. Three Instagrammers – Jiri Siftar (@jeera 252k followers), Alan Brutenic (@alinsko 80k followers) and Allan Edward Hinton (@chaiwalla 168k followers) – were given a day to create a scene each featuring actor, comedy writer, producer and presenter, James Corden. Their scenes provide a basic framework forming the beginning, middle and end of a storyboard.
We created a teaser video and content for social explaining the opportunity to direct James Corden for Mercedes-Benz.
Studio: Leo Burnett Holler / Creative Direction: Chomoi Picho-Owiny
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Testimonials
Dream to work with
There is only one word for Chomoi. PHENOMENAL. I LOVED working with this man. He’s creative gold. Absolutely brilliant and a dream to work with. He’s just great.
Lucy Witts
A great inspiration
I had the pleasure of working with Chomoi and and it was great to see such a passionate and articulate creative director in action. He was a great inspiration to the team, a true professional.
Mandy Chan
A valuable mentor for me
Chomoi is a highly skilled and passionate creative director. I thoroughly enjoyed and learnt a great deal during our time working together... He is a person who champions creative thinking, has excellent presentation skills that are effective when communicating with clients and the wider team. Chomoi was also a valuable mentor for me, sharing his knowledge in the interests of seeing me succeed.
Fernando Lobina
A true inspiration
Chomoi is a true inspiration. His ideation is innovative. His mentoring is invaluable. I will take so much away from working alongside someone with such an abundance of experience.
Amber Howe
I’d jump at the chance to work with him again
Chomoi was always driven towards creating the best possible work we could. He's an inspiring mentor, and I'd jump at the chance to work with him again.
Eleanor Nugent
Genuine creative talent
Chomoi is insightful, passionate and a genuine creative talent. He is an absolute pleasure to work with and you can always rely on Chomoi to come up with strong creative work to be proud of at every meeting. I miss working with him and recommend him extremely highly!
Maggie Lonergan
A rare breed
Chomoi was an inspiration. He created solutions that clients loved, users understood, all the while focusing on the bottom line of the business. His innovative style always pushed projects further than the brief. A rare breed of Creative Director.
Hitesh Supeda
An inspiring professional
He's simply an inspiring professional and a great leader. He always strives to reach creativity excellence with a smile on.
Sara Simoncini
Visionary and out of the box
His presentation style is extremely consultative and collaborative. He always had the end user in the centre and spun ideas that were visionary and out of the box.
Pawan Udernani
His greatest forte is to contantly question key fundamentals of what’s being delivered
Highly conceptual and always hands on, Chomoi has been a storm of inspiration in every project I've worked with him. He is also quite a connoisseur of fine dining and boutique hotels.
Daisoo Lee
Innovative ideas
Chomoi has the ability to grasp the business need of the client, understand what the brand stands for and come up with original innovative ideas to solve the clients business problems - quicker than any other creative director I have worked with.
Shailesh Sreedharan
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