ACFAS_2

Mercedes-Benz tells a great story with a car canvas

Automaker commissions Nova Scotia artist to paint vintage Mercedes

Mercedes-Benz Canada’s latest PR initiative is art on wheels.

The luxury automaker commissioned well-known Nova Scotia artist Tom Forrestall to convert his vintage 1980 Mercedes-Benz into a work of art called “A Car for All Seasons.”

With Forrestall’s 35-year-old car in mint condition, the project allowed Mercedes-Benz to tell a “great story” about its Canadian heritage, along with the history of a “great painter who actually owned and drove the car through many seasons,” said Tim Reuss, president and CEO of Mercedes-Benz Canada, in a release.

The idea to paint his car actually came from Forrestall’s long-time friend, Dr. Mary O’Regan, whose late brother Paul O’Regan was president of Halifax-based O’Regan’s Automotive Group. Forrestall and O’Regan then brought the idea to Mercedes-Benz Canada. “We thought, wow, this is such a cool story because it’s about loyalty and longevity,” JoAnne Caza, director of communications at Mercedes-Benz Canada, told Marketing.

For the past six months, Forrestall worked on the painting at O’Regan Automotive’s Halifax dealership, where he’s been a customer for more than three decades. The setup in the showroom gave staff, customers and the general public the opportunity to witness the progression of the work, which was done with automotive paint.

Mercedes-Benz plans to take the mobile work of art to museums and art galleries across Canada. “We want to show it as a work of art because it is a legitimate, very important work of art,” said Caza. “It’s just a different type of canvas.”

 

 

 

Brands Articles

Mona Networks takes mixed-use retail development mobile

New mobile network connects property management, office workers and retailers

Fisher-Price’s first celebrity collaboration

Company partners with Shakira on line of baby toys as well as a web series

Walmart joins ‘Half Your Plate’ campaign

CPMA initiative asks consumers to fill half their plate with fruit and vegetables

P&G splitting off its Duracell business

Battery brand generates about $2 billion a year in sales

Pusateri’s to operate ‘food halls’ in Canadian Saks stores

Retailer to offer specialized sit-down food options and gourmet food products

President’s Choice launches ‘Colourful’ campaign

PC removes artificial flavours and colours from its products

Old El Paso hits home with restaurant-style dinner kits

TV, PR, in-store sampling, online and events support recently-introduced line

Rexall launches ‘Shot for Shot’ program for kids in need

Program will help vaccinate children in northern Uganda