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Take The Wheel was the world's first Instagram road race - driven by creativity, decided by likes. It was also Mercedes-Benz's first fully social campaign, shot entirely on iPhones by the best photographers on Instagram. 

Five influential photographers spent five days each behind the wheel of the all-new CLA, capturing their journey in real time. The photographer who accrued the most likes won the car, as did one lucky consumer chosen by the photographers to spend their own week on the road. 
 

 

Awards

Effie Award - Automotive - Silver
Cannes Lions - Branded Content & Entertainment - Shortlist
IAB Mixx Award - Product Launch - Silver
IAB Mixx Award - Branded Content - Bronze
WOMMA Award - Engagement - Silver
MMA Smarties Award - Direct Response/Conversion - Gold
MMA Smarties Award - Brand Awareness - Silver
MMA Smarties Award - Product/Services Launch - Silver
Digiday Video Award - Best In-Stream Video Ad
WARC 100 Best Campaigns of 2015 - #47
Epica Award - Online Campaigns, Automotive - Silver

 

Press

"This campaign represents a new evolution in earned media... This is taking the paid, owned, earned model, and really focusing on the owned and earned and ramping that up to a new level." 

-Laura Shin, Forbes Magazine

Forbes, Adverblog, The Drum, Luxury Daily, PDN