Grow Up

Stories of a new generation.
With “Grow up.”, Mercedes-Benz is taking a new approach to marketing communications. The most extensive content creation in the history of the brand has been realised for the five models of the compact-car family.

What does it means to "Grow up"?

It's a good question. Throughout our lives, we're told to do things a certain way. But maybe a modern life isn't about following tradition. It's about re-defining it. Who says adulthood should stand in the way of our freedom?

Grow up. Spend time with your family.


Grow up. Get a job.


Grow up. Settle down.



Creative agency: Antoni GmbH
Chief Creative Officer, Founder: André Kemper
Managing Partner, Founder: Dr. Tonio Kröger
Executive Creative Director: Matthias Schmidt, Martin Pross
Creative Director: Veit Moeller
Art Director: Sol Oh
Writer: Sebastian Lyman
Executive Producer: Mark Róta
Creative Director Digital: Thomas Heinz, Veit Moeller
Head of Digital Design: Nuno Marcelino

Production: Iconoclast Germany GmbH
Managing Director: Nils Schwemer, Nicolas Lhermitte
Director: Gustav Johansson
Executive Producer: Jan Dressler
Line Producer: Tim Augustin, Björn Krüger
Director of Photography: Niklas Johansson
Editing: Sam Ostrove, Cut+Run; Leila Sarraf, Trim
Company 3
Colorist: Sofie Borup
Producer: Clare Movshon

Music (stories): Universal Music Publishing AB
Score Composer: Petter Winnberg, Adam Hagstrand, Petter Tarland
Written by: Petter Winnberg, Amanda Bergman
Artists: Petter Sebastian feat. MishCatt,
Petter Sebastian feat. El Pero Del Mar,
Petter Sebastian feat. Amanda Bergman,
Petter Sebastian feat. Kleerup

Music (anthem): Universal Music Publishing AB
Song: Let me try

Production (Stills): Iconoclast Germany GmbH
Executive Producer: Jan Dressler, Felix Mondino
Photographer: Alice Moitié

Online/Web Special: Pixelpark AG
Project Manager: Maximilian Burkert