Mercedes “Look Twice”, an outdoor advertising campaign from Germany, has won Gold at the 2012 European ADC Awards. Designed to demonstrate how the Blind Spot Assist technology works, the campaign focuses on the ability to look straight ahead AND to the side at once. Three ads use unseen optical illusion forcing passser-bys to look twice. The person depicted seems to look straight ahead and to the side at once.
The Mercedes Look Twice campaign was developed at Jung von Matt, Hamburg, by executive creative directors Doerte Spengler-Ahrens and Jan Rexhausen, creative director Felix Fenz, art directors Alexander Norvilas and Michael Hess, copywriters David Wegener, Andreas Hilbig, account executives Sven Doerrenbaecher and Raphael Brinkert, account managers Julia Schreiber, Ann-Kathrin Geertz, art buyers Madeleine von Hohenthal and Bianca Winter, editors Amina Warscheid and Marius Schwiegk, artist Jesús González Rodríguez, graphic designer Thomas Thiessen, photographer Klaus Merz and producer Philipp Wenhold.