Mercedes Build your own GLA on Instagram
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Tap out a car
Every automotive website has a build-your-own car tool. To herald the launch of the new Mercedes-Benz GLA, we created the first and only build-your-own car tool entirely on Instagram. We turned hundreds of intricately tagged Instagram user profiles into a choose-your-own adventure, giving users hundreds of combinations of colors, wheels, and roofs to build the perfect car—in just a few quick taps.
Credits
Team: Mo Osunbor - Senior Art Director, Chris Phillips - Senior Copywriter, Penn Li - ACD, Alex Bodman - GCD, Marianna Nash - Copywriter
Agency: Razorfish
Role: Lead Designer
Awards: ADC Gold Cube, One Show Bronze Pencil, Webby Award, Shorty Award, D&AD Wood Pencil
Press: Fast Company, Digiday, Adweek