"Grow up" is much more than just a large model series campaign. It is a further leap forwards by the whole brand in the direction of increased modernity, progressivity and dynamism in the overall Mercedes-Benz brand image", says Dr. Jens Thiemer, Vice President Marketing Mercedes-Benz Passenger Cars, about the aims of the campaign. With "Grow up.", we are re-interpreting traditional values and attitudes towards Mercedes-Benz, and showing their present-day interpretation by and relevance to generations X and Y. In the process, we are presenting, in conjunction with our agency antoni, an unconventional campaign which does not immediately feel like advertising, with its systematic digital orientation and its content mechanics."