CLIENT: Mercedes-AMG
AGENCY: Antoni_Berlin / Team X
DIRECTOR & PHOTOGRAPHER: Tom Emmerson
PRODUCTION HOUSE: LEBERG
ROLE: Creative Concept and Art Direction
AWARDS:
2025 Cannes Lions Bronze, Social and Creator
2026 ADC Germany, 1 Silver, 2 Bronze
2026 D&AD Shortlist, Luxury: Social
In December 2024, Mercedes-AMG released the Purespeed. A car with no roof, no windshield, no window, but a price tag of 1 million dollars and limited to 250 units.
Our approach: just as radical as the car itself. A campaign that defies traditional advertising and embodies the rebellious spirit of Mercedes-AMG. We didn’t look for “reasons to buy” but reasons not to buy this car. 250 assets that played with what makes this car unique, and proved its iconicity.
REASON 251:
THERE MIGHT BE MORE REASONS...
What began as a social media campaign became fully integrated with 250 assets across platforms, product drops, digital out-of-home, guerrilla activations, a pop-up event, downloadable mod in GTA Online, and even a job opening for a Personal Meteorologist. The result? Not only did all units sell out, but an ultra-exclusive product became desirable to millions.
CREDITS:
Executive Creative Director: Christopher Hoene
Creative Directors: David Kaufmann, Daniel Duhn, Ole Nagatis
Craft Director: Sandra Uthmullor
Concept Creatives: Nithika Romy, Basak Ozkeskin, Sean Kelly, William Lovedar
Copywriter: Basak Ozkeskin
Art Directors: Nithika Romy, Christof Laurisch
Graphic Design: Tatiana Kaufmann
250 Reasons not to buy the Mercedes-AMG Purespeed