Light up your special day


Client: Cycle & Carriag Mercedes-Benz
Agency: BBDO Singapore
When you think of birthdays, you think of lighting up the candles on a birthday cake. But now, let’s light up our customers’ entire day instead, in a way that Mercedes-Benz is most familiar with.

This concept utilises a special colour technique. When a transparent red film is put over a black background, it turns all cyan elements black, allowing it to blend into the background, while washing out all red elements.