A sound unlike any other

Mercedes-AMG is a brand synonymous with a sound. The unmistakeable engine growl is a distinct feature that has come to define the AMG range. To mark 50 years of AMG, Ginkgo Agency produced campaign assets leveraging Mercedes-Benz South Africa’s friends of the brand describing their connection to AMG, imitating the iconic growl, and encouraging their audiences to submit their own growl videos.

Winning growl

Ginkgo produced assets for nine friends of the brand, including iconic South African newsreader Riaan Cruywagen. The campaign won bronze at the 2017 Bookmark Awards in the Social Campaign category.