Mercedes-AMG
Integrated Social Campaign
Integrated Social Campaign
AMG wanted us to make a big splash about their 50th birthday, so we needed to get not only AMG fans, but all South Africans alike to celebrate this milestone.
Almost every road user in South Africa has experienced a cop looking for a bribe. To launch, we recreated this familiar scene but with an AMG at the heart of the story and an unexpected twist. Following this we created more unbranded videos that got people all over the country talking about the AMG growl. And instead of posting them from AMG’s owned media channels, we seeded the unbranded videos on a popular South African Facebook groups.