As Mercedes-AMG, known and loved for its iconic petrol engines, began its transition into the hybrid and electric era, they initiated a pitch.
My brand platform, “Everything but quiet,” secured Rankin Creative the pitch win.
The platform is all about challenging people’s perceptions of what a hybrid can be, and helping AMG petrol-engine aficionados reframe what an AMG should represent.
Launching with the GT 63 S E Performance, the campaign featured will.i.am, AMG mega-fan and tech pioneer. Their top car: the most powerful, the most roaring, the most fun to drive still… now with added hybrid technology.
It’s literally everything. And quiet? Not really.
Below an extract of the creative pitch and presentation, showing a bit of the thinking process.