Mercedes-Benz marked the debut of the partnership with Andreea Bădală, the designer behind the Murmur label. The latter will be endorsing the the range of Mercedes-Benz compact cars in Romania (A-Class, B-Class, CLA Coupé, CLA Shooting Brake and GLA). Throughout the partnership with Mercedes-Benz, the Romanian designer will be driving a Mercedes-Benz CLA.
The “Grow up.” campaign – dedicated to the compact cars range – highlights the modern evolution of Mercedes-Benz brand identity, being the largest and most unconventional campaign in the company’s history in terms of digital content, messages promoted and campaign endorsers. The five compact models from Mercedes-Benz are the stars of the campaign that was launched internationally during the first part of 2017.
“We are excited to announce this partnership with Andreea Bădală, one that reflects an avantgarde vision profoundly characteristic to both brands. The innovative technique, aesthetic originality and the level of detail complexity that are evident in the products we both create have underpinned this genuine association, one that is guided by our mutual and ongoing drive to customize excellence and provide a genuine consumer experience,” said Philipp Hagenburger, Managing Director Passenger Cars and CEO of Mercedes-Benz Romania.
Since its 2011 launch, the luxury fashion brand Murmur has gained a global presence, with the daring and ultra-fabulous creations signed by Andreea Badala being worn across recent years by numerous celebrities such as Beyoncé, Madonna, Lady Gaga, Katy Perry, Fergie, Kylie Jenner or Gigi Hadid.
“I was always keen towards speed, and especially so in its relation with the creative space. I have noticed how the ‚creative’ speed must be calibrated pending external dynamics, such as the speed of the consumer’s feedback. Thus, this partnership with Mercedes-Benz challenges me, in some ways enticing me to seek and attain even more momentum. Subsequently, this is naturally embedded in any project we developed together and, similar to every relation, everything is based on joint values. With Murmur, I did not develop a brand according to any canons. In the same way, I do not showcase outfits on the catwalk, but I create a different kind of catwalk altogether. And on this different catwalk, I’m going forward with Mercedes-Benz on my side,” said designer Andreea Bădală, Murmur founder.
The debut of the partnership between Mercedes-Benz Romania and Andreea Bădală was flagged by an unconventional and disruptive photo session, which emobides the essence of the „Grow Up.” campaign, shot by renowned American photographer Will Sterns.
“We wanted a fashion pictorial focused on the mood and the story. Will Sterns worked with one of the most famous photojournalists in the US, hence his ability to adapt to photoshooting conditions. The photo session required a rigorous planning and pursued a creative concept, and the shots relied both on visual storytelling as well as on spontaneous compositions,” added Andreea Bădală.
During the photo shooting, designer Andreea Badala and model Anca Tiribeja were captured on film in extravagant shots alongside the Mercedes-Benz CLA and the Mercedes-Benz C-Class Cabriolet.