A-Class Social Bucket List

Senior Producer - live action, social digital campaign

The A-Class was Mercedes-Benz USA’s most high profile car launch of 2018-2019. The A-Class was coming in at one of MBUSA’s lowest price point which naturally led to targeting a millennial audience that thinks they’re too young to be apart of the Mercedes-Benz family. We decided to meet millennials where they spend most of their time…social media. We came up with the A-Class Social Bucket List, where we asked users to send us their bucket list items on Instagram, for a chance to have one of their items checked off with the help of an A-Class. I project managed, produced, and account managed this project from start to finish. My tasks ranged from managing a team of engineers to build the microsite to managing the creative campaign. I also represented the brand while on set shooting with Brand Ambassadors Charli XCX (pop-singer) & Sloane Stephens (tennis champion),, partnered with legal to build terms and conditions for the contest, and came up with a system to automatically collect and rate all the thousands of submissions over a 4 week period. All of these efforts resulted in one of the most successful social Mercedes-Benz social campaigns to date.

Credits:

Agency: R/GA

Account Director: Josh Lanz/Ben Kravitz
Senior Producer: Tatiana Spiegel
Senior Content Producer: Ben Hassey
Production Coordinator: Pete Taft
Executive Creative Directors: Chris Joakim / Mike Donaghey

Creative Directors: Megan Sheehan/Laura Kelley
Jr. Copywriter: Namwan Leavell
Jr. Art Director: Emily Stetzer

Content Creators: Dawid Krepski/Julien Lasseur

Director: Christopher Gruse

Director of Photography: Jake Bianco