“Life is a race” is the first global Mercedes-AMG campaign produced by AMG headquarters and the two top markets of the USA and China, headed by the agencies STAUD STUDIOS, Merkley+Partners from New York and BBDO China. The focal points are Europe, the USA and China. The TV ad is flanked by extensive social media activities such as images, film sequences and editorials. The campaign is complemented by a web hub and a series of digital displays. In order to take into account the special regional factors a 360-degree toolbox was developed, enabling the markets to implement the campaign content flexibly to meet their needs.
STAUD STUDIOS in Leonberg was responsible for the idea, conception and implementation of the first two phases of the campaign. The US creative agency Merkley+Partners and STAUD STUDIOS were jointly responsible for creating and producing the imagery for the third phase. The web hub was implemented by SYZYGY from Frankfurt.