Mercedes-Benz Uses T-Class Model’s Ambient Lighting to Explore Moods of Poland
Emotions accompany us every day and appear in response to events, conversations or behaviours. They can be strong, such as joy or love, but also peace or nostalgia. It is worth remembering that there are no good and bad emotions - they are all important and necessary. Although in autumn the evenings are getting longer and we face numerous challenges every day, we can still enjoy the little things, appreciate the good moments, feel contentment or satisfaction even when the weather is not that favourable. Mercedes-Benz as part of the ambient action Fri. "The moody colours of Poland'' with the participation of the new kombivan - the T-Class, shows that being yourself, among people, in a changing environment, is really a whole range of emotions. In addition, the brand's actions not only try to reflect our emotions, but also encourage us to show them. With the help of new technologies and digital possibilities, the brand will check and show how we feel every day.
We rarely show what we are actually experiencing at the moment. Even if we are deeply filled with happiness, our faces often show a complete lack of emotions. Are we a society of poker faces? Why are we so afraid to show our emotions and hide behind masks of neutrality?
“The range of emotions we experience is really wide. Often, however, we suppress them in order to appear composed and reserved on the outside. The word ‘emotion’ itself comes from the Latin ‘e movere’ which means ‘in motion’, so we should just experience it and externalise it! Thanks to this, we live more authentically, here and now. Learning about emotions is extremely useful and is lacking in our education. We need them for security, inner peace and development. It's good to stop being afraid of showing what we feel in the moment. Especially if they are good and positive emotions! They make our healthy ones improve, we deal with challenges more easily and we see more solutions. They have tremendous power. Colours can be a great help in arousing and sharing emotions - our mind reacts quickly to them. Vivid and energetic or subdued and relaxing colours can be used not only in our clothes, but also in accessories at home or even inside the car. We can influence our mood and attitude through our eyesight and other senses” explains Alina Adamowicz, therapist, lecturer, author of books and campaign expert.
An emotion map is the key to knowing your moods.
For the next two weeks, Mercedes-Benz will be monitoring our moods on the Internet. All online platforms will be monitored: social media such as Facebook, Instagram, Twitter, as well as places for sharing opinions, such as blogs, forums, and even discussions taking place at podcasts and videos. Modern technologies will help her in this, which will enable a precise analysis of selected hashtags that society uses to express what it feels at a given moment. The producer of the latest T-Class wants to focus on positive content, thus proving that although our facial expressions are sometimes poor, we experience a lot internally. Thanks to precise analytical techniques, an emotional map will be created, and we will learn day by day what feelings have appeared the most.
The secret of the action lies in an interesting game of colours. Every day, from 19th to 24th, the illumination of part of one of the floors of the Mercedes-Benz headquarters, as well as a specially prepared exhibition with the latest kombivan, the T-Class in the lead role, will change according to the prevailing moods. Each of the eight colours of the ambient interior lighting of the car model will have its "mood" assigned to it, e.g. happiness will light up in yellow, relaxation will be recognised thanks to green, and love and peace will be marked in red or white. The brand will share the results of this intriguing experiment with us on a special landing page and in social media. However, it is worth following the main broadcast live from Aleje Jerozolimskie in Warsaw - which will be helped by live cameras.
“We turned to technology to find our hidden emotions. Every day for the next two weeks, we scan the Internet to create a map of emotions appearing in social media - in posts and hashtags. This is our way of showing emotions, with the difference that we do not present them through faces, but through the ambient lighting of the interior of the new T-Class. Experience tells us that for many of us the car is a personal space where you can really be yourself. This is where we sing our favourite songs, we ask the children how their day was, whether we remember a great holiday with nostalgia” explains Piotr Wójcik from Mercedes-Benz Polska.
The latest T-Class is a premium kombivan in which families with small children and enthusiasts of spending time actively will feel best. The interior offers a balanced blend of comfort and space, all of the highest quality. Ambient lighting allows you to choose one of eight colours - from now on, every day users will be able to change it to one that accompanies the emotions they feel at the moment.
The aim of the action "Mood colours of Poland" is not to analyse the psychological or social situation, but to highlight the topic of feelings and emotions. The strength of this idea is simplicity and universality, and its dimension is symbolic.
The action began on October 28th and will last until November 12th. The BBDO Warszawa agency, operating within the global TeamX structure, is responsible for its organisation. The inaugural colours displayed on the first weekend of the action were green and white, representing relaxation and peace, respectively.
