Mercedes-Benz Distribution Indonesia started its newest campaign Road to F.A.M.E. which combines the communication of the latest Mercedes-Benz compact car line, such as the A-Class Sedan and GLA with a range of experiences and customer engagements. Road to F.A.M.E. stands for Fashion (fashion), Art (art), Music (music), Experience (experience) and will take place from April to May 2022, with digital formats and events in several locations.
Aimed at a young and modern target group, the Road to F.A.M.E. campaign it will present the vehicle as a perfect companion in daily life. The main message is: The new A-Class Sedan and GLA offer passengers more comfort than ever before, a reflection of lifestyle, while still maintaining the dynamic side that is their trademark.
Today, Mercedes-Benz announced the launch of the first Mercedes-Benz Non-Fungible Token (NFT) in Indonesia in collaboration with local NFT artists, Isha Hening and Arya Mularama.
“In terms of design, every Mercedes-Benz vehicle is a work of modern art, designed with special craftsmanship and cutting-edge technology. We are proud that Mercedes-Benz is collaborating with local NFT artists inspired by the A-Class Sedan. We will soon launch the first Mercedes-Benz NFT artwork in Indonesia designed by Indonesian NFT artists, namely Isha Hening and Arya Mularama,” said Choi Duk Jun, President Director, PT Mercedes-Benz Distribution Indonesia.
Mercedes-Benz Indonesia is proud to collaborate with two NFT artists in Indonesia who are famous for their works and achievements, namely Isha Hening and Arya Mularama, to create NFT artworks inspired by the A-Class Sedan. Two prominent young artists who are not only experts in their fields but are also full of enthusiasm and full of proud achievements. Isha Hening is a motion graphics expert, and Arya Mularama is an illustrator with an eccentric art style and bold colors.
Isha Hening is known as a Motion Graphics Artist and Visual Jockey (VJ), who has had a career since 2007. Engaged in the visual world and previously worked on stage visuals for local and international stages, he continues to work until now. Isha has a visual communication background.
Isha is independent in motion graphics, and much of her work is psychedelic, using lots of color and bright contrasts. The animation that he uses is also inspired by many things that are visualized in his work.
One of Isha's works is the stage visual for the DWP (Djakarta Warehouse Project) show since 2012. One of the most recent works she is proud of is exhibited at Expo Dubai 2020 for the Indonesian Pavilion in the 'Tomorrow' section, where Isha's stunning video-mapping projection unfolds. on the screen and on the floor, referring to futuristic and ethnic visual cues.
Known by the alias Gogoporen, Arya Mularama specializes in illustrations with unique and unusual visuals. Leads Twilo Studio as Creative Director and oversees the overall creative direction of the 5050 skateverse, as an artist from Jakarta he draws surreal and satirical drawings including comic books, skateboarding culture and 90s films and video games.
Arya Mularama is known as one of the largest NFT illustrators in Indonesia today. Known as Gogoporen, as a talented artist, his works were supported by Sarinah and Twilo Studio to create the first NFT solo exhibition in Indonesia. He has also collaborated with a local street wear brand to make merchandise for PON XX Papua 2021. He also donated to Skateistan, an international NGO that empowers children through skateboarding and education.
Hari Arifianto, Deputy Director, Marketing Communication & PR, PT Mercedes-Benz Distribution Indonesia said, “At Mercedes-Benz we strive to always be relevant to our customers with the right marketing campaigns. That's why we teamed up with local NFT artists to create our own NFT, inspired by the A-Class Sedan. Just like the A-Class Sedan, the Mercedes-Benz NFT that we will collaborate with is a unique work of art. This will appeal to the Mercedes-Benz market both in the real world and in the metaverse."
Two NFT artworks by Isha Hening and Arya Mularama will be launched in May 2022 respectively as part of the Mercedes-Benz Road To F.A.M.E campaign. and can be seen on Instagram @MercedesBenzID. Mercedes-Benz Road to F.A.M.E. supported by Adira Finance and Danamon Privilege who participated as exclusive partners.
