Mercedes | KEY-TO-VIANO

The agency Lukas Lindemann Rosinski redesigned the subway station in Berlin Friedrichstrasse to create a media installation that blurred the lines between classical OOH advertising and interactive entertainment. Each time a remote car key was operated – no matter which brand of car – the sliding door of a Viano opened on the screen. Different kinds of passengers stepped out of the vehicle: a samba dance group, female body-builders, or a huge robot, every sequence illustrating the roominess of the Viano passenger compartment. With a bit of luck participants captured the film clip showing a liveried chauffeur who invited them to a Viano ride. On location Mercedes-Benz Vans promotion staff escorted the lucky winner to one of the Viano shuttles already waiting. Instead of taking the tube, the winners continued their journey on exclusive VIP rides to their Berlin destinations.
Client: Daimler AG
Title: Key to Viano
Agency: Lukas Lindemann Rosinski
Director: Tibor Glage / Docu director: Daniel Schmidt
Technical Implementation: Freshlabs
Post-Production & Animations: Liga_01 Hamburg

ADC Award 2012:
Bronze | Digital media Installations / Media
Silber | Events / Promotions

Cannes Lions 2012:
Silver | Outdoor Lion
Bronze | Promo & Activation Lion


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