Mercedes-Benz urges new generation to ##GrowupLikeThis as part of its global #Grow up. campaign

Automotive Press Releases Wednesday February 28, 2018 15:42
Bangkok--28 Feb--

Bangkok – Mercedes-Benz Thailand is encouraging self-expression of the millennials through two supercool projects of '#GrowupLikeThis' campaign that kicked off at Siam Brasserie today as part of its global 'Grow up.' campaign. Graffiti artist Alex Face is featured in 'GLA Car Paint x Alex Face' to create 'GLA Millennials'Voices'Edition' by painting his iconic character, the troubled-face three-eyed kid, on a Mercedes-Benz GLA 250 AMG Dynamic. For the millennials, the car represents the voice of their generation in a call for recognition of their lifestyles. Meanwhile, 'Grow up. Define Your Own Ways Photoshoot Contest' brought together five aspiring photographers on social media to reflect the attitude of the new generation towards life and the impulse to define their own ways to grow up.

Mr. Michael Grewe, President and CEO of Mercedes-Benz (Thailand) Limited, said, "In 2018, Mercedes-Benz carries forward our commitment to deliver 'THE BEST' to customers today and tomorrow as we underline our leadership in Thailand's premium car segment. As a part of our "Grow up." campaign, we are showcasing modern-day interpretation of the brand and its relevance to the millennials, taking a new approach to marketing communications to realise an unconventional Compact Car campaign for the new generation."

"'Grow up.' is much more than a major campaign about model series," he elaborated. "It is a further move forward by the brand as a whole towards more modernity, progressivism and dynamism across the entire brand identity of Mercedes-Benz. With our local launch based on 'Define Your Own Ways' communication concept, the Thai campaign is titled '#GrowupLikeThis'. All its contents will be featured on relevant online social media platforms for the target groups"

Mr. Frank Steinacher, Vice President of Sales and Marketing, added,

"'#GrowupLikeThis' is grounded on an insight of the millennials as a young, self-assured generation of 'grown-ups' who have an aspiration for self-expression. While their messages can many times be undervalued, Mercedes-Benz encourages them to express themselves and not to be caught in the squareness of adulthood but to define their own ways to grow up. With 'GLA Car Paint x Alex Face' and 'Grow up. Define Your Own Ways Photoshoot' as its two highlight projects, the campaign stages the GLA compact as the "Car of the Generation" for its distinctive Compact Car design that flatters dynamism, modernity and joy associated with the lifestyles of the millennials."

'GLA Car Paint x Alex Face' is a collaboration between Mercedes-Benz and Thailand's famous graffiti artist Patcharapon Tangruen, aka Alex Face, to create the GLA Millennials'Voices'Edition. It exemplifies self-expression and the attitude towards life of the new generation of young grown-ups through a graffiti art painted by Alex Face on a Mercedes-Benz GLA 250 AMG Dynamic, showing his iconic three-eyed kid character.

'Grow up. Define Your Own Ways Photoshoot Contest' is a social media activation featuring five young, ardent photographers, each with an interesting style of storytelling through the lens. With a Mercedes-Benz GLA as their subject, they took on a challenge to reflect modernity and distinctive appeals of Mercedes-Benz's Compact Car family and post their shots of the car on their own Instagram accounts. The winning entries will be featured on social media channels of Mercedes-Benz Thailand.

"Following the launch event today, '#GrowupLikeThis' will gradually unfold its campaign activities. "Millennials'Voices'Edition" video will be released on social media services to tell Alex Face's creative inspiration behind the GLA Millennials' Voices Edition. The GLA Millennials' Voices Edition will then be on exhibit alongside photo entries of all the five 'Grow up. Define Your Own Ways' contestants at the 39th Bangkok International Motor Show. Stay updated with '#GrowupLikeThis' campaign activities through our official channels on social media services by following Mercedes-Benz Thailand on Facebook ( or @mercedesbenzthailand on Instagram," Mr. Steinacher added.

Graffiti artist Alex Face or Patcharapon Tangruen, recounted his work on the GLA Millennials' Voices Edition, "the troubled-face, three-eyed kid character was inspired by my own daughter. Mardi's face consistently expresses sadness, worries and insecurity, and her third eye is always alert to safeguard herself—a reference to the belief in the unseen. This character is used in my design for Mercedes-Benz Thailand and marks my first-ever graffito on a car. The challenge working on #GrowupLikeThis campaign is to come up with a painting that exemplifies individuality and attitudes of the new generation. I found myself hitting the roads to examine street arts and graffiti across Bangkok that are often labelled dirty by people of elder generations. In fact, those young people are just trying to speak out something they have to say to the society, and that inspired my graffiti design for the car. GLA Millennials'Voices'Edition represents the "Voice of the Generation". Multi-coloured eyes around the car stand for racial diversity and co-existence with an open-minded approach, ready to drive the society forward together. It also carries notions of equality, honour and respect for new and different ideas, awareness and multifaceted look into people's thinking process, and equality and freedom of expression."

25-year-old photographer Jakkarin Moonmanus who won 'Grow up. Define Your Own Ways Photoshoot Contest' said, "I'm glad to be recruited and to finally won this contest. With a passion for architectural and cityscape photography, I would go out and take night shots of places to visually tell their stories and share the aesthetics that are largely unseen or simply unnoticed at daytime. I would like to thank Mercedes-Benz Thailand for recognising the potentials and for championing perspectives of young photographers through the 'Grow up.' campaign."

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