Although you may have trouble getting to sleep at the best of times, it seems as though your mind is more than willing to rest each time you end up driving at night. This Mercedes-Benz Attention Assist campaign recognizes this regular struggle, communicating that it can distract you from the effect of counting sheep, thanks to an on-board system that monitors motorists' awareness.
The visual strategy employed by the Proximity BBDO advertising agency of Amsterdam is really quite cute. One single print pictures a dark and windy road with a sign staked off the shoulder. A priority guidepost has been chosen which usually indicates hidden junctions ahead. In the Mercedes-Benz Attention Assist campaign a symbol of a sheep jumping over a fence is framed within the red triangle, asking drivers to be wary of oncoming fatigue.
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