Mercedes-Benz CLA Story Directed by You

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.

Client: Mercedes-Benz
Studio: Leo Burnett
Role: Creative Director

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#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.

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We created a teaser video and content for social explaining the opportunity to direct James Corden for Mercedes-Benz.

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