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As part of a global concepting team coming up with ideas to help launch the new Mercedes CLA in the US market, I quickly assembled a team to generate ideas that would really make an impact in the American marketplace. In the end, we had 5 great ideas that were bought as part of a phased launch by Mercedes-USA, including my idea to put the CLA in the hands of web auteur Casey Neistat. Casey did his thing, and the results were stellar in terms of getting exposure for a brand that's typically perceived as old and stodgy in front of a new, younger audience. The CLA launch in the States was hugely successful in part because of the innovative campaign ideas that brought it to a new audience in new channels.