Bea World Festival
Just like you. Launch of the new A Class.

Just like you. Launch of the new A Class.

Client company:
Mercedes-Benz Italia
Organising company:

The Event

A cutting-edge event for the new A Class entrusted AI with the task to humanize technology through art.

The most extraordinary thing for a car to make is being almost human. This was the starting point for a concept that relied on the most human-like trait AI can aim to reach: the creation of an artwork, specifically, a portrait that builds on the “Just like you” launch campaign tagline. The engagement phase started out with a teaser: in selected Italian piazzas, an AI-guided robot took portraits of bystanders and signing them with the #justlikeyou hashtag. Inside a mysterious creative hub, other AI-guided robots tirelessly worked on countless new portraits while a live video feed showed the machines’ progress in large catchment areas like airports and railway stations.
A connection with the brand is to be revealed by the same media used in the teaser phase and in dealership screens through a video reveal.
Over 30 influencers engaged followers in connecting to to have their portrait made and collect it during the open weekend held simultaneously in 90 Mercedes dealers.