As the newly erected Mercedes billboard at OR Tambo International Airport in Johannesburg is exposed to daily passing pollution, so does its message become clearer in an outdoor campaign highlighting Mercedes-Benz's "leading-edge" vehicle technology, BlueEFFICIENCY. The plain white board eventually reveals the message "If more cars had BlueEFFICIENCY, you wouldn't be able to read this." The Net#work BBDO creative team responsible includes art director Warwick Rautenbach and copywriter Liam Olding.
