"Everyday, hundreds of thousands of Joburgers commute by car, adding smog and pollution to our already polluted city.
So we saw an opportunity to showcase Mercedes-Benz BlueEFFICIENCY technology, which gives off fewer emissions and uses less fuel than other vehicles.
We created a billboard, with a special chemical treatment, which discoloured as it absorbed smog and pollution. This showed Joburg motorists what their cars spew into the air every day. Driving a Mercedes-Benz with BlueEFFICIENCY could help change this and the very air we breathe."
Agency: Net#work BBDO
Art Director: Warwick Rautenbach