Brief: Mercedes-AMG released the PureSpeed. A car with no roof, no windshield, no windows but with a price of 1 million dollars and limited to 250 units.

Idea: A car so absurd, we came up with reasons not to buy it. We created 250 reasons that played with what makes this car unique and dramatised them into a playful 360-degree social media campaign. A campaign made not for the 1% who can buy the car but for all the AMG fans.