Use of transparent walls the focus for clever Mercedes safety campaign

Accurately putting the idea to people about how complex safety systems work in traffic is never easy but an innovative method was devised by the agency Jung von Matt to showcase Mercedes-Benz’s safety features for their new cars.

The campaign’s aim was to highlight their PRE-SAFE precrash system so to explain the principal behind it, they decided to use technology to make a busy traffic intersection safer.

To do this, Mercedes-Benz set up a special billboard on a street corner in Hamburg, Germany. The billboards projected the image from a video camera which allowed people to look around the corner, creating the effect of a transparent wall. Therefore motorists and cyclists could now see potential hazards sooner and give them more reactionary time to avoid them, lessening the risk of a potential accident.

The campaign succeeded not only because it explained a complicated product but also because it made traffic safer. It also received recognition when it won a Silver Outdoor Lion at the Cannes International Festival of Creativity back in June.