Late notice but incredible campaign – Mercedes ‘Grow Up’. With this campaign, Mercedes-Benz is taking a new approach to marketing communications. The most extensive content creation in the history of the brand has been realised for the five models of the compact-car family. With more than 100 moving-image sequences and over 90 lifestyle and product images, stories of a new generation will be told until the end of this year. The campaign focuses on people caught between the coolness of adolescence and the squareness of adulthood who embody the attitude to life of the new compacts. One of the main characters is the US rapper A$AP Rocky. Moving…and more to come.