Mercedes-Benz Celebrates NGV Partnership With JC Decaux First

Mercedes-Benz Celebrates NGV Partnership With JC Decaux First

Mercedes-Benz Cars Australia has launched a unique and artistic outdoor installation in celebration of its ongoing commitment to the National Gallery of Victoria and as principal partner of the NGV Triennial exhibition.

Located on the busy intersection of Flinders Station at Swanston Street, the special-build panel was created with media agency Foundation, creative agency Clemenger BBDO and JC Decaux to pay tribute to the famous NGV waterwall, as seen through the perspective of Mercedes-Benz.

A windscreen wiper breaks through the double-sided waterwall effect, giving commuters a glimpse into the feature piece Victoria Amazonica by Brazilian designers Fernando and Humberto Campana in collaboration with Yarrenyty Arltere Artists.

Mercedes-Benz Cars marketing director Jason Nomikos says “As proud principal partner of the NGV Triennial, we challenged our agencies to create a piece that would embody the forward-thinking spirit of both the exhibition and the Mercedes-Benz brand and inspire the audience to see new perspectives”.

Clare Rogers, Group Account Director at Foundation “We aimed to bring to life the brand partnership, and between Foundation, Clemenger BBDO and JC Decaux, we are excited to have delivered something truly innovative and new”.

JCDecaux head of creative solutions Ashley Taylor said, “We were delighted to work with Foundation to bring to life a campaign that intrinsically links Mercedes-Benz and the NGV and is sure to draw the attention of passers-by.

“In a media first, the innovative solution sees the windscreen elements and artwork presented within the panel to not only showcase the partnership between Mercedes-Benz and the NGV in an engaging way but also demonstrates the progressive nature of both entities”.

The Mercedes-Benz installation launches on April 3 to celebrate the final weeks of the hugely successful exhibition.

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