Net#work BBDO created this Mercedes-Benz billboard which stood at OR Tambo International Airport and revealed its message over time. At first the billboard seemed extremely simple: a stark white background, the words BlueEFFICIENCY and the familiar Mercedes-Benz logo and tagline, â€˜The best or nothingâ€™.
BlueEFFICIENCY is Mercedes-Benzâ€™s leading-edge vehicle technology which combines a range of energy-saving innovations to radically lower fuel consumption and create cleaner exhaust emissions- which means fewer impurities in the air.
As the billboard was exposed to the Gauteng air and started to capture impurities from the atmosphere, its surface became discoloured showing the headline, “If more cars had BlueEFFICIENCY, you wouldnâ€™t be able to read this.”
Art Director – Warwick Rautenbach
Copywriter – Liam Olding