DRIVEN BY POP CULTURE
To launch the new Mercedes-Benz Citan, we brought back a true piece of pop culture.
The ultimate hero of every craftsman was back. But this time, he wasn’t working alone. With the new Citan by his side, MacGyver took on the everyday challenges of his new repair business.
At the heart of the campaign were three action-packed web episodes.
Released over three consecutive days, each episode ended with a suspenseful cliffhanger, turning the campaign into a daily event and keeping fans coming back for the next chapter. For three days, MacGyver had everyone hooked.
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Traditional media did more than introduce the new Citan.
Every TV spot, print ad and cinema trailer became an invitation to follow MacGyver’s story online.
Enjoy the full campaign across all channels, including the many playful Easter eggs hidden along the way.
Agency - Lukas Lindemann Rosinski / Executive Creative Director - Arno Lindemann, Bernhard Lukas / Creative Directors - Jakob Kriwat, Henry Bose / Art Directors - Damian Kuczmierczyk, Dennis Mensching , Sön Becker / Production - Markenfilm Crossing / Director - Markus Walter / Editor - Sören Goerth, Nils Landmark / Artwork Photographer - Emir Haveric
New York Festival - Bronze - Merit / ADC - Silver - Bronze - Bronze - Merit / New Media Award - Silver - Bronze - Merit / Spotlight - Silver / One Show - Silver / Die Klappe - Bronze / Lead Award / DMMA Online Star - Silver / AME - World‘s best advertising & marketing Effectiveness - Silver - Bronze - Bronze - Bronze - Merit