The Drum Awards for Marketing - Extended Deadline

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By Gillian West, Social media manager

February 18, 2014 | 1 min read

In order to promote its Night View Assist safety innovation Mercedes-Benz surprised drivers and pedestrians on a Dutch street in December by creating ‘Day at Night’.

Advertising agency FHV BBDO in association with BeamSystems beamed images representing the look and feel of daytime onto the characteristic facades of the buildings on the canal in Amsterdam. Taking passing cars speed into account various beamers projected photographs taken of the buildings alongside the Leidsegracht canal during the day after dark. This meant the driver literally experienced day at night.

Each beamed image was followed by the text ‘Get a brighter view at night. Mercedes-Benz Night View Assist’ to promote the feature which is available on the new S-class.

Electric Zoo handled the realisation of the project and filmed the actual experience.

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