James Caan's Agency Designs Mercedes-Benz Club 60th Anniversary Campaign

With a heady mix of fashion, high profile brands and Mercedes-Benz marques, including the iconic Gullwing, Prior & Partners, the global communications agency founded by entrepreneur and celebrity, James Caan, and Annie Prior, one of the UK's leading editors and creative, has been commissioned by The Mercedes-Benz Club UK to create an integrated multimedia campaign celebrating its 60th Anniversary.

The campaign will come to fruition at an official launch event at Mercedes-Benz World in Surrey on July 13th 2012 where the publication will be presented by entrepreneur and celebrity, James Caan to the Club‘s Chairman. Guests will include Mercedes-Benz Club members, CEOs and managing directors of the luxury global brands participating in the campaign, select affluent individuals and celebrities. The launch event will be a hub of excitement with guests able to enjoy a vast array of activities such as afternoon tea, driving experiences – both onsite and off-track – a cocktail reception, live music and entertainment, brand exhibition displays, speeches from high-profile individuals and displays around the venue that chronicle the history of Mercedes-Benz, including an impressive collection of cars.

Saving the best till last, the evening will draw to a conclusion with a live fashion show that will be split into three separate themes – Structure, Bohemia and Avant-Garde – and will showcase looks from leading fashion brands including Mr Porter, Amanda Wakeley, Reiss, House of Fraser and Not Just A Label. Thirty-six beautiful models will descend the three-storey escalator which forms the venue's striking centrepiece and will be transformed into a catwalk for this one night only. This will be followed by a photo shoot with the models and a range of Mercedes-Benz marques, including the iconic Gullwing.

At the heart of this campaign is a hardback commemorative publication, which includes beautifully written profiles of the exclusive international brands selected to participate in the Mercedes-Benz Club celebrations. These brands cover a range of sectors and include Citi Private Bank, Faberge, Vertu, Yamaha, Gleneagles and Leading Hotels of the World among others. The publication will also chronicle the history and development of both the Mercedes-Benz marque and the Club. Alongside the publication, a dedicated website, e-book and phone application have all been produced to complement these prestigious celebrations.

Formed in 1952, the Mercedes-Benz Club UK now boasts a membership of more than 10,000 Mercedes-Benz enthusiasts who enjoy the full range of models and participate in a continuous programme of social, technical and driving events. With a regular presence at the Le Mans Classic and Goodwood Festival of Speed, the Club also organize International rallies, reaching as far afield as Australia, and with more than 76 clubs worldwide, this bring the global membership to an astounding 80,000.

More information: www.mercedes-benz-club.co.uk